A synthesized retail brand personality framework: a cross-cultural study of Taiwan and the United States

Purpose: The purpose of this study was to develop a synthesized retail brand personality scale (RBPS) framework across retail formats. This research also addresses cultural differences by applying an emic-etic approach to scale development with United States (US) and Taiwanese samples. Design/methodology/approach: After two focus group interviews and a pretest were conducted in both Taiwan and the US, a main test was conducted on consumer samples in Taiwan (N = 412) and in the US (N = 411). Confirmatory factor analysis was used to develop a valid, reliable RBPS. Findings: The results revealed that sincerity and sophistication are comparable dimensions to those in the brand personality scale (BPS), and unpleasantness, traditionalism, enthusiasm, antagonism and innovativeness were found to be unique dimensions for retail brands. The findings also indicated that sincerity, unpleasantness and traditionalism are common dimensions across cultures, whereas innovativeness, sophistication and antagonism are culture-specific dimensions in the US, whereas enthusiasm is a specific dimension in Taiwan. Originality/value: To the best of authors’ knowledge, this study is the first to develop a synthesized scale of retail brand personality that compares the identified dimensions to Aaker's (1997) BPS and includes an emic-etic approach. This research contributes to the branding literature and international marketing field, and has implications for retail practitioners.