Medición de la influencia en la intención de compra del valor basado en el consumidor de las marcas del distribuidor

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

Publicado 18-09-2018
Cristina Calvo Porral Valentín Alejandro Martínez Fernández Óscar Juanatey Boga Jean Pierre Lévy Mangin

Resumen

Las marcas del distribuidor suponen una cuota de mercado importante en España y se espera un incremento superior en los próximos años debido a la recesión. Sin embargo, hay una falta de investigación sobre el valor de las marcas del distribuidor basado en el consumidor. Este estudio intenta proponer un modelo integral de valor de marca para las marcas del distribuidor o marcas propias, basado en el conocido modelo conceptual de Aaker. Proponemos un modelo basado en el consumidor, que incluye las principales fuentes o dimensiones de valor de marca, considerando la intención de compra como su consecuencia. Basándonos en una muestra de 362 consumidores y 5 marcas del distribuidor, llevamos a cabo un modelo de ecuaciones estructurales para probar las hipótesis de la investigación. Los resultados obtenidos revelan que la notoriedad de las marcas del distribuidor, la lealtad, junto con la calidad percibida, tienen una influencia significativa en la intención de compra de marcas del distribuidor por parte de los consumidores. Nuestro estudio sugiere que los gestores de marketing y comercialización de las empresas de distribución deben considerar cuidadosamente los componentes del valor de marca a la hora de diseñar sus estrategias de marca, y desarrollar actividades de marketing para incrementar la notoriedad de sus marcas.

Cómo citar

Calvo Porral, C., Martínez Fernández, V. A., Juanatey Boga, Óscar, & Lévy Mangin, J. P. (2018). Medición de la influencia en la intención de compra del valor basado en el consumidor de las marcas del distribuidor. Cuadernos De Gestión, 15(1), 93–118. https://doi.org/10.5295/cdg.130408cc
Abstract 807 | PDF (English) Downloads 685

##plugins.themes.bootstrap3.article.details##

Keywords

Marca del distribuidor, valor de marca, intención de compra, distribución, modelo de ecuaciones estructurales

References
Aaker, D.A., 1991. Managing Brand Equity Capitalizing on the Value of Brand Name. New York: The Free Press.
Aaker, D.A., 1996. Measuring Brand Equity Across Products and Markets. California Management Review, 38 (3), 102-120.
Aaker, D.A. and Alvarez, R., 1995. Estatura de la marca: medir el valor por productos y mercados. Harvard Deusto Business Review, 69 (November-december), 74-87.
Ailawadi, K.L. and Keller, K.L., 2004. Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80, 331-342.
Ailawadi, K.L., Pauwels, K. and Steenkamp, J-B., 2008. Private label use and store loyalty. Journal of Marketing, 72 (3), 19-30.
Agarwall, M.K. and Rao, V.R., 1996. An Empirical Comparison of Consumer-Based Measures of Brand Equity. Marketing Letters, 7 (3), 237-247.
Ambler, T., 1997. How much of Brand Equity is explained by trust. Management Decision, 35(4), 283-292.
Anderson, J. C. and Gerbing, D. W., 1988. Structural equation modeling in practice: A review and recommended two step approach. Psychological Bulletin, 103 (3), 411-423.
Atilgan, E., Aksoy, S. and Akinci, S. ,2005. Determinants of the Brand Equity: A Verification Ap- proach in the Beverage Industry in Turkey. Marketing Intelligence and Planning, 23 (2/3), 237- 248.
Bagozzi, R.P. and Yi, Y. ,1988. On the evaluation of Structural Equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Bagozzi, R.P. and Yi, Y., 1989. On the Use of Structural Equation Models in Experimental Designs. Journal of Marketing Research, XXVI, 271-84.
Baltas, 1997. Determinants of store brand choice: a behavioral analysis. Journal of Product and Brand Management, 6 (5), 315-324.
Bao, Y., Bao, Y. and Sheng, S., 2011. Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness and Quality Variation. Journal of Business Research, 64 (2), 220-226.
Beristain, J.J., and Zorrilla, P., 2011. The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer services, 18, 562-574.
Bigné, E., Borredá, A. and Miquel, M.J., 2013. El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento, Revista Europea de Dirección y Economía de la Empresa, 22, 1-10.
Bigné, E., Vila, N. and Cuenca, A.C., 2001. Conocimiento, preferencia y satisfacción: Interacción en la formación del conjunto de elección de un punto de venta. Esic Market, mayo-agosto, 77-96.
Bloemer, J.M. and Ruyter, K., 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32 (5/6), 499-513.
Bollen, K., 1989. Structural Equations with Latent Variables. Villey Series in Probability and Mathematicla Statistic, Ed. John Wiley and Sons, New York.
Brown, J.T. and Dacing, P.A., 1997. The company and the product: corporate associations and con- sumer product responses. Journal of Marketing, 61 (January), 68-84.
Browne, M.W. and Cudeck, R., 1993. Alternative ways of assessing model fit. In A. Bollen and J.S. Long Eds., Testing Structural Equation Models, Sage Publications.
Burke, W. and Schoeffler, S. ,1980. Brand Awareness as a Tool for Profitability. The Strategic Plan- ning Institute, Boston: Cahner Publishing Company, 1980.
Burt, S. and Sparks, L., 2002. Corporate branding, internationalization and the retailer as a brand. Corporate Reputation Review, 5 (2/3), 194-212.
Campbell, D.T. and Fiske, D.W., 1959. Convergent and discriminant validation by multitrait-multi- method matrix. Psychological Bulletin, 56 (2), 81-105.
Caplliure, E.M., Miquel, M.J. and Perez, C., 2009. La elección de la marca del distribuidor en productos duraderos: factores de influencia. Cuadernos de Gestión, 10, 125-147.
Chang, H.H. and Liu, Y.M., 2009. The impact of Brand Equity on Brand Preference and Purchas Intentions in the Service Industries. The Service Industries Journal, 29 (12), 1687.
Chernatony, L., Drury, S. and Segal-Horn, S., 2003. Building a services brand: Stages, people and orientations. The Service Industries Journal, 23 (3), 1- 21.
Chowdhury, J., Reardon, J. and Srivastava, R., 1998. Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures. Journal of Marketing Theory and Practice, 6 (2), 72-87.
Cobb-Walgren, C., Ruble, C. and Donthu, N.,1995. Brand Equity, Brand Preference and Purchase Intent. Journal of Advertising, 24 (3), 25-40.
Collins-Dodd, C. and Lindley, T. 2003. Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10 (6), 345-352.
Corstjens, M. and Lal, R., 2000. Building store loyalty through store brands. Journal of Marketing Research, 37, 281-291.
Del Río, A.B., Vázquez, R. and Iglesias, V., 2002. El valor de marca: Perspectivas de análisis y criterios de estimación. Cuadernos de Gestión, 1 (2), 87-102.
Devlin, D., Birtwistle, G. and Macedo, N., 2003. Food retail positioning strategy: a meansend chain analysis. British Food Journal, 105 (9), 653-670.
De Wulf, K., Oderkerken-Shröder, G., Goedertier, F. and Van Ossel, G.,2005. Consumer Perceptions of Store Brands versus national Brands. Journal of Consumer Marketing, 22 (4), 223-232.
Dhar, S.K., Hoch, S.J. and Kumar, N., 2000. Effective category management depends on the role of the category. Journal of Retailing, 77, 165-184.
Diamantopoulos, A. and Siguaw, J., 2006. Formative versus Reflective Indicators in Organizational Measure Development: A comparison and Empirical Illlustration. British Journal of Measure Development, 17 (4), 263-282.
Dick, A., Jain, A. and Richardson, P.,1995. Correlates of Store Brand Proneness: Some empirical observations. The Journal of Product and Brand Management, 4 (4), 8-15.
Dodds, W., Monroe, K. and Grewall, D., 1991. Effects on Price, Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28 (August), 307-319.
Dubois, B. and Duquesne, P., 1995. Essentiel pour comprende la valeur des marques: la force de conviction. Revue Française du Marketing, 2, 23-34.
Dursun, I., Tümer, E., Koçak, A. and Sezen, B., 2011. Store brand purchase intention: Effects of risk, quality, familiarity and store brand shelf space. Journal of Global Strategic Management, 10, 113-123.
Erdem, O., Oumlil, A.B. and Tuncalp. S. , 1999. Consumer values and the importance of store attributes. International Journal of Retail and Distribution Management, 27 (4), 137-144.
Erdem, T., Swait, J. and Louviere, J. ,2002. The impact of Brand Credibility on Consumer Price Sensitivity. International Journal of Research in Marketing, 19, pp. 1-19
Estelami, H., Lehmann, D.R. and Holden, A.C., 2001. Macro-Economic Determinants of Consumer Price Knowledge: A Meta-Analysis of Four Decades of Research. International Journal of Research in Marketing, 18 (4), 341-355.
Farquhar, P., 1989. Managing Brand Equity. Marketing Research, 48, 24-33.
Faircloth, J.B., Capella, L.M., and Alford, B.L., 2001. The effect of brand attitude and brand image on Brand Equity. Journal of Marketing Theory and Practice, 9 (3), 61-75.
Floor, K., 2006. Branding a store: How to build successful retail brands in a changing marketplace. Ed. Kogan Page, London.
Fornell, C. and Larcker, D., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 30-50.
García de los Salmones, M., Herrero, A. and Rodríguez del Bosque, I., 2005. Influence of Corporate Social Responsibility on Loyalty and Valuation of Services. Journal of Business Ethics, 61, 369-385.
Grewal, D., Baker, J. Levy, M. and Voss, G.B.,2003. The Effects of Wait Expectations and store atmosphere evaluations on Patronage Intentions in service-intensive Retail stores. Journal of Retailing, 79 (4), 259-268.
Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C.,1992. Multivariable Data Analysis. Mac-Millan Press, London.
Hair, J.F., Anderson, R.E., Tatham, R.L. y Black, W.C ,1999. Analisis Multivariante. Madrid, Prentice Hall
Handelman, J. and Arnold. S., 1999. The role of marketing actions with a social dimension: appeals to the institutional environment. Journal of Marketing, 63 (3), 33-48.
Hoch, S.J. and Banerji, S.,1993. When do Private Labels succeed?. Sloan Management Review, 34 (summer), 57-67.
Huang, Y. and Huddleston, P., 2009. Retailer premium own-brands: creating customer loyalty through own-brand products advantage. International Journal of Retail and Distribution Management, 37 (11), 975-992.
Juhl, H.J., Esbjerg;L. Grunert, K.G., Bechlarsen, T. and Brunso, K., 2006. The fight between store brands and national brands, What’s the score?. Journal of Retailing and Consumer Services, 13 (5), 331-338.
Kapferer, J.N., 2008. The new strategic brand management: creating and sustaining Brand Equity long term. Kogan Page, London.
Keller, K.L., 1993. Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
Keller, K.L., 2003. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Second Edition, Upper Saddle River, NJ: Prentice Hall.
Kim, E.Y., Knight, D.K. and Pelton, L.E.,2009. Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market. Clothing and Textiles Research Journal, 27 (4), 247-258.
Kotler, P. and Armstrong, G., 2008. Principios de marketing. Ed. Pearson, Madrid.
Jara, M. and Cliquet, G.,2012. Retail brand Equity: Conceptualization and measurement. Journal of Retailing and Consumer Services, 19, 140-149.
Jin, B. and Kim, J., 2003. A typology of Korean discount shoppers: Shopping motives, store attributes and outcomes. International Journal of Service Industry Management, 44 (4), 396-419.
Jung, J. and Sung, E-Y., 2008. Consumer-Based Brand Equity: Comparison among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12 (1), 24-35.
Lassar, W., Mittal, B. and Sharma, A., 1995. Measuring Customer-based Brand Equity. Journal of Consumer Marketing, 12 (4), 11-19.
Lèvy-Mangin, J., 2001. Modelizaciòn y Programaciòn structural con Amos. Editorial Erica, Madrid.
Myers, C.A.,2003. Managing Brand Equity: a look at the impact of attributes. Journal of Product and Brand Management, 12 (1), 39-51.
Nedungadi, P., 1990. Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 17 (3), 263-276.
Netemeyer, R., Krishnan, B., Pullig, C., Wang, G., Yaggi, M., Dean, D., Ricks, J. and Wirth, F., 2004. Developing and Validating Measures of Facets of Customer-Based Brand Equity. Journal of Business Research, 57, pp. 209-224.
Pappu, R., Quester, P.G. and Cooksey, R.W., 2005. Consumer-based Brand Equity: improving the measurement-empirical evidence. Journal of Product and Brand Management, 14 (3), 143-154
Pappu, R. and Quester, P.G., 2006. Does customer satisfaction lead to improved Brand Equity: An empirical examination of two categories of retail brands. Journal of Product and Brand Management, 15 (1), 4-14.
Porter, S.S. and Claycomb, C., 1997. The influence of Brand recognition on retail store image. Journal of Product and Brand Management, 6 (6), 373- 387.
Qiu, H.Z.,2003. Structural Equation Modeling: Principles and Practice of Structural Equation Modeling with LISREL. Shuang Yeh Publications, Taipei.
Ragaswamy, A., Burke, R. and Oliva, T. ,1993. Brand Equity and the Extendibility of Brand Names. International Journal of Research in Marketing, 10 (3), 61-75.
Raju, N. S., van Der Linden, W. J., and Fleer, P. F., 1995. An IRT based internal measure of test bias with applications for differential item functioning. Applied Psychological Measurement, 19, 353–368.
Richardson, P., Jain, A.K. and Dick, A.S., 1994. Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58, 28-36.
Richardson, P., Jain, A.K. and Dick, A.S. ,1996. Household store brand proneness: A framework. Journal of Retailing, 72 (2), 159 – 185.
Rossiter, J.R. and Percy, L.,1987. Advertising and Promotion Management. New York, NY: Mc- Graw-Hill.
Sayman, S. and Raju, J.S. ,2004. Investigating the Cross-Category Effects of Store Brands. Review of Industrial Organization, 24 (2), 129-141.
Semeijn, J., Van Riel, A. and Ambrosini, A., 2004. Consumer evaluation of Store Brands: Effects of Store image and product attributes. Journal of Retailing and Consumer Services, 11 (4), 247-258.
Sethuraman, R., 2000. What makes Consumers Pay More for National Brands than for Private Labels: Image of Quality?. Marketing Science Institute Paper Series, 00, 110.
Shoell, W.F. and Guiltinan, J.P., 1990. Marketing Contemporary Concepts and Practices. Allyn & Bacon, Boston, MA.
Sinha, I. and Batra, R., 1999.The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16 (3), 237-251.
Soberman, D.A. and Parker, P.M., 2006. The economics of quality-equivalent store brands. International Journal of Research in Marketing, 23 (2), 125-139.
Sprott, D.E. and Shimp, T.A., 2004. Using Product Sampling to Augment the Perceived Quality of Store Brands. Journal of Retailing, 80 (4), 305-315.
Steenkamp, J-B. and Dekimpe, M., 1997. The Increasing Power of Private Labels: Building Loyalty and Market Share. Long Range Planning, 30 (6), 917-930.
Steenkamp, E.M. and Van Trijp, C.M.,1991. The Use of LISREL in Validating Marketing Constructs. International Journal of Research in Marketing, 8 (4), 283-299.
Sudhir, K. and Talukdar, D., 2004. Does store brand patronage improve store patronage?. Review of Industrial Organization, 24, 143-160.
Swoboda, B., Berg, B., Scharmm-Klein, H. and Foscht, T. 2013. The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Consumer Services, 20, 251-262.
Thompson, K.E. and Chen, Y.L., 1998. Retail store image: a means-end approach. Journal of Marketing Practice: Applied Marketing Science, 4 (6), 161-173
Turban, D.B. and Greening, D.W., 1996. Corporate Social Performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40, 658-672.
Vahie, A. and Paswan, A., 2006. Private label brand image: its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34 (1), 67-84.
Wallace, D.W., Giese, J.L. and Johnson, L., 2004. Customer retailer loyalty in the context of multiplechannel strategies. Journal of Retailing, 80, 249-63.
Wilson, C., 1981. A procedure for the Analysis of Consumer Decision Making. Journal of Advertising Research, 21( 2), 31-38.
Wu, W. and Lin, Q.H., 2000. Business Research Method. Hwa-Tai Publications, Taipei.
Yoo, B. and Donthu, N.,2001. Developing and Validating a Multidimensional Consumer-based Brand Equity Scale. Journal of Business Research, 52, 1-14.
Yoo, B. and Donthu, N., 2002. Testing Cross-Cultural Invariance of Brand Equity Creation Process. Journal of Product and Brand Management, 11 (6), 195-211.
Zeithaml, V.A., 1988. Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52 ( 3), 2-22.
Zeithaml, V.A., Berry, L. and Parasuraman, A., 1996. The behavioral consequences of service qua- lity. Journal of Marketing, 60, 31-46.
Sección
Artículos