Article

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

Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Avda. Naranjos s/n, 46022 Valencia, España
Revista Europea de Direccion y Economia de la Empresa 01/2013; 22(1):1–10. DOI: 10.1016/j.redee.2011.11.001

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.

0 Bookmarks
 · 
39 Views
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: In recent years the retail industry has been characterized by the fast growth of private labels, with an increase of the offer of private labels and the enhancement of their value in the marketplace. This research focuses in private label brand equity to deepen the understanding of its origins, by analyzing two alternative customer-based conceptual models. The present study was developed in the large retailing industry, comprising different retailing formats that offer private labels to consumers. Our findings suggest a conceptual private label brand equity model, which is slightly different from the Aaker’s brand equity model, considering store image as an antecedent and stressing its importance in building and enhancing private labels’ brand equity. Additionally, retailers searching for successful ways to compete in the retail market need to examine in more detail the customer-based brand equity related to their private labels
    The International Review of Retail Distribution and Consumer Research 03/2014; 24(4):431-452.
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: In today’s highly competitive consumer marketplace, developing and managing successful private label offerings has become a priority for many retailing companies.This study aims to analyze product, retailer, and individual factors from the private label brand that influence consumers’ loyalty and purchase intention; along with the influence of the manufacturer identification on the product package on purchase intention. A structural equation model is run on a sample of 362 consumers, and a multi-group comparison is developed to study the role of manufacturer identification. Findings indicate that the influence of private label image and perceived quality on purchase intention are partially mediated by loyalty and moderated by manufacturer identification. Results also reveal that store image and corporate reputation enhance private label image and perceived quality. This study provides useful insights to advance the understanding of private label branding and guidance to retailers who should consider store image and company reputation when designing branding strategies
    British Food Journal 01/2015; 17(2):506-522. · 0.65 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: Store brands have grown exponentially in the past decade worldwide, and a further increase is expected due to economic downturn, which makes up an increasingly competitive market with great research interest.This research focuses in customer-based store brand value by comparing three different retailing formats –supermarkets, hypermarkets and discounters-, in order to assess how store brand value stems from and to understand the store format influence. Respondents were randomly selected and data were collected using an on-line structured questionnaire, focusing on Spanish large retailers. Then, hypotheses were tested performing Structural Equation Modeling. Our results suggest that perceived quality, price image along with store commercial image have significant positive influence on store brand value and purchase intent. Moreover, store brands’ performance in the marketplace depends on different variables across the analyzed retailing formats. These variables may be managed by retailers in order to enhance their own brands’ value proposition. These research implications should be considered within the context of a geographical limitation, despite providing the basis for further research on the topic. The study adds to the growing literature in retailing a cross-store format comparative analysis, remaining a deeper understanding on how store brands create value from the consumers’ standpoint, based on an empirical research in a European developed market.
    International Journal of Retail &amp Distribution Management 11/2013; 42(7):595-612.