Designing Retailer Brand Personality Based on Experiential Values in Marketing ⬠Ž

The importance of the concept of retailer brand personality is undeniable.Marketing experts believe that retailers such as individuals and product brands have distinctive personality from the consumer perspective. The researchers when conducting research on consumer loyalty and satisfaction have considerable emphasis on this concept. The most important issue in the retailer's brand personality is to answer the question: what factors and how they led to the formation of brand personality retailer. In this study, we have tried to answer this question based on experiential marketing approach. In this study have evaluated the effect of four experimental values on retailer brand personality dimensions based on conceptualization of the experimental values in marketing. Finally, the relationship between dimensions of retailer brand personality and brand loyalty is measured. This research is practical and the way of this research is survey- analysis. Statistical populations of the research are customers of hyper Star Store in Tehran) that have been selected by accessible Sampling (n=343).The research was Questionnaire, Its validity was confirmed by experts and its reliability using Cronbach's alpha ( 0/89 ) was confirmed. The results show that only the experimental values of service excellence have positive impact on all three dimensions of retailer brand personality and reactive values have more effect on the retailer's brand personality than active values.