Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing

• Explore the direct and indirect (through retailer perceived quality and purchase intention) impacts of retailer personality on store loyalty.
• Results supported both the direct and indirect impacts of retailer personality on retailer equity.
• Interestingly, the extent of indirect impact of retailer personality on retailer loyalty is greater than direct impact.
• The findings have implications for retailing theory and managerial practice.

The present study was an effort to explore the direct and indirect (through retailer perceived quality and purchase intention) impacts of retailer personality on store loyalty. Questionnaire was used to collect data using systematic sampling from non-food retail store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Multivariate data analysis techniques like structural equation modeling were used to analyze the data. Results supported both the direct and indirect impacts of retailer personality on retailer equity. Interestingly, the extent of indirect impact of retailer personality on retailer loyalty is greater than direct impact. Arguably, this paper is the first to explore the linkages among retailer personality, perceived quality, purchase intention and store loyalty. Academic and managerial implications are further discussed.