Measuring the influence of customer-based store brand equity in the purchase intention
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Published
18-09-2018
Cristina Calvo Porral
Valentín Alejandro Martínez Fernández
Óscar Juanatey Boga
Jean Pierre Lévy Mangin
Abstract
Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker's well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers' intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands' awareness.
How to Cite
Calvo Porral, C., Martínez Fernández, V. A., Juanatey Boga, Óscar, & Lévy Mangin, J. P. (2018). Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos De Gestión, 15(1), 93–118. https://doi.org/10.5295/cdg.130408cc
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Keywords
Store brand, Brand Equity, purchase intention, retail, structural equation modeling
References
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Agarwall, M.K. and Rao, V.R., 1996. An Empirical Comparison of Consumer-Based Measures of Brand Equity. Marketing Letters, 7 (3), 237-247.
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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.
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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.
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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.
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Baltas, 1997. Determinants of store brand choice: a behavioral analysis. Journal of Product and Brand Management, 6 (5), 315-324.
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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.
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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.
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