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
ABSTRACT The present study analyzes the influence of private brand image on the formation of store equity. Special attention is made to the possible influence of the knowledge of the private brand as an offer of the establishment itself. From an empirical perspective, Decathlon establishments are analyzed, using the opinions of 300 consumers. The results obtained in the investigation showed the importance of strengthening a private, positive and favourable brand image, as a means for building a solid image of the store that, in turn, will also influence the creation of the store equity, a key point for the commercial success. Contrary to expected, the knowledge versus non knowledge of the private brand as an offer of the distributor does not have an influence on the proposed relationships.
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ABSTRACT: The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost-saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and frequent. While leveraging the brand equity of a successful brand promises to make introduction of a new entry less costly, success depends on the underlying brand knowledge and image among consumers. Explores the consumer dimensions of brand equity, the benefits and dangers of brand extension, and culminates in a series of implications and recommendations for successful brand extensions.Journal of Consumer Marketing 09/1995; 12(4):51-64. DOI:10.1108/07363769510095306
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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.Cuadernos de Gestion 12/2013; 13(3):93-118. DOI:10.5295/cdg.130408cc
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ABSTRACT: This study examines how various characteristics of the discount retail environment and the overall attitude towards a discount retail store, considered to be an abstract and global image component, influence consumers’ satisfaction and how consumers’ satisfaction, in turn, affects store loyalty. The data, collected from a sample of 517 discount retail customers in Daegu, Korea, indicate that: (1) forming the overall attitude is more closely related to in-store services: atmosphere, employee service, after sales service and merchandising, (2) store satisfaction is formed through perceived store atmosphere and value, (3) the overall attitude has strong influence on satisfaction and loyalty and its impact is much stronger on loyalty than on satisfaction, (4) store loyalty is directly affected by most significantly location, merchandising and after sale service in order, (5) satisfaction is not related to customers’ committed store revisiting behavior. The applications in management and implications for future research are discussed.Asia Pacific Journal of Marketing and Logistics 12/2003; 15(4):42-71. DOI:10.1108/13555850310765033