Medición de la influencia en la intención de compra del valor basado en el consumidor de las marcas del distribuidor
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Publicado
16-03-2015
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. (2015). 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
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Keywords
Marca del distribuidor, valor de marca, intención de compra, distribución, modelo de ecuaciones estructurales
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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.
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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.
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