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.
SourceAvailable from: Cristina Calvo-Porral[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 strategiesBritish Food Journal 01/2015; 17(2):506-522. DOI:10.1108/BFJ-06-2014-0216 · 0.65 Impact Factor
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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 & Distribution Management 11/2013; 42(7):595-612. DOI:10.1108/IJRDM-04-2013-0085 · 0.54 Impact Factor
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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