Article

An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity

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Abstract

Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative structures commonly used in the more general brand equity literature; and finally by creating a short and parsimonious scale for assessing retailer brandequity in different contexts. Three alternative models are compared and tested on six brands in both convenience and shopping goods categories, ranging from discount to middle range price levels. The outcome is an operational framework supporting the main building blocks of the conceptual brand resonance model presented in Keller (2001) with seven dimensions structured in a four-step sequence as awareness → pricing policy, customer service, product quality, physical store → retailer trust → retailer loyalty, thereby describing retailer brand equity as a four-step process. The extended, although parsimonious, 17-item retailer equity scale can be used by academics as well as practitioners to examine the underlying values of retailer brands and has the potential to incorporate additional dimensions and attributes to investigate specific retail contexts without creating lengthy questionnaires.

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... Swoboda et al. (2013) investigated the relationship between RBE and corporate reputation, whereas Pappu and Quester (2006) suggested an RBE measure based on Aaker's (1991) brand equity model with four dimensions. More recently, Swoboda et al. (2016) tested five predictors of RBE and its impact on loyalty, Anselmsson et al. (2017) used a second-order RBE model tested with loyalty, and Troiville et al. (2019) developed a second-order RBE model with eight subdimensions and validated RBE effects on attitudes, wordof-mouth (WOM) communication, and loyalty. ...
... This HCM uses reflective measurement models to operationalize each first-order dimension as well as for the measurement model used to operationalize the construct RBE on the lower-order level, therefore identifying a Type I model (Jarvis et al., 2003). As noted by Anselmsson et al. (2017), this specification is frequently adopted in the literature relative to retailer equity. Regarding the primary objective of this study, an HCM is statistically valuable for parsimonious purposes as it gathers specific dimensions into a general, more abstract concept (Edwards, 2001;Law et al., 1998) that facilitates testing complex relationships in the model such as mediations. ...
... This study responds to calls to develop a reliable measurement of brand equity for retailers (Ailawadi & Keller, 2004;Keller & Lehman, 2006;Verhoef et al., 2009) that combines brand equity operational drivers and conceptual consumer variables in a specific network with consistent levels of in-sample validity and predictive power, thereby going beyond previous studies on the topic (e.g., Anselmsson et al., 2017;Chebat et al., 2010;Swoboda et al., 2016;Troiville et al., 2019). Across a systematic validation procedure with in-sample and out-ofsample evaluations, we find support for the refined conceptualization of a retailer brand equity nomological network. ...
... brand awareness, image, loyalty and perceived quality). Consumers patronize retailers, especially grocery retailers for their utilitarian marketing offerings (price, distribution, promotion and product quality) (Anselmsson et al., 2017;Niazi et al., 2021;Viet and Anh, 2021), as well as for metaphorical, symbolic and psychological brand attributes/positioning (e.g. brand personalities) (Kuo et al., 2022;Sindhu et al., 2021;Willems, 2022). ...
... For example, and for the brand equity success of distribution companies and retailers, S anchez-Gonz alez et al. (2022) contend that sustainable marketing offerings are important. In fact, the building of the four Aaker's (1991) CBBE sources to a point of enjoying brand loyalty and favourable and differential consumer responses (CBBE) starts with appropriate marketing offerings (Anselmsson et al., 2017;Keller, 2020). The marketing offerings as suggested by Anselmsson et al.'s (2017) model, foster retailers' brand loyalty, which Buil et al.'s (2013) model presents as a predictor of brand equity. ...
... In fact, the building of the four Aaker's (1991) CBBE sources to a point of enjoying brand loyalty and favourable and differential consumer responses (CBBE) starts with appropriate marketing offerings (Anselmsson et al., 2017;Keller, 2020). The marketing offerings as suggested by Anselmsson et al.'s (2017) model, foster retailers' brand loyalty, which Buil et al.'s (2013) model presents as a predictor of brand equity. ...
Article
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Purpose Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested. Design/methodology/approach Cross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model. Findings Factor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%). Originality/value The study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.
... This has led scholars to pose more attention to retail brand equity: a number of studies started to focus on this matter (Swoboda et al., 2009;Jara and Cliquet, 2012;Swoboda et al., 2013;Swoboda et al., 2016;Londoño et al., 2016Londoño et al., , 2017, providing preliminary support to the RBE construct and its antecedents. Although these contributions highlighted the growing interest in the topic of BE conceptualization within the application area of retailing, extant literature on RBE is mainly aimed at conceptualizing it at the store (Pappu and Quester, 2006;Gil-Saura et al., 2013) or at the private label levels (Das et al., 2012), ignoring that it is the retail corporate brand that should become the key study reference (Burt and Davies, 2010; Anselmsson et al., 2017). In fact, retail brand equity should be considered under three conceptual perspectives: (1) the equity associated with the retailer's brand (e.g., Coop, Conad), (2) the equity associated with a specific retailer's store; 3) the equity associated with the retailer's store brand (e.g. ...
... However, the few studies in line with this perspective report contradictory results. For example, Anselmsson et al. (2017) consider a conceptualization of RBE in terms of retail brand image measured in a multi-dimensional perspective, differently from the product branding literature in which the brand image is traditionally considered the antecedent of its value (Keller, 1993) and from other retail literature (Gil-Saura et al., 2013). More recently, studying the equity concept in a retailing channel, Londoño et al. (2016) identified awareness, quality and loyalty as formative indicators of equity, while Martinelli and De Canio (2018) mix elements on CBBE, finding that store image, advertising, and price level increase the consumers' perceptions of brand equity whereas frequent sales promotions destroy brand equity. ...
... This author stated that without being conscious and mindful of a brand, it is difficult to make it strong and favorable. BA has been found to positively stimulate BE (Keller, 1993) and store equity (Yoo et al., 2000;Hartman and Spiro, 2005;Pappu and Quester, 2006;Jinfeng and Zhilong, 2009;Anselmsson et al., 2017), as it reflects the level of recognition or recalls from a set of alternatives by the consumer. This effect emerges also when the retail corporate brand equity is studied (Martinelli and De Canio, 2018). ...
... Brand equity is the added value created by brands for both marketers and their consumers. Expert [11] states that brand equity is the accumulation of knowledge about a specific brand obtained by consumers through their five senses which in aggregate reflects consumer responses to brand marketing actions. Advocate [12] defines that brand equity is a bundle of intangible assets (which are to add value) and intangible liabilities (which reduce the value) of a brand. ...
... A theoretical framework containing variables that are relevant to brand equity model especially in the retail industry [11] is proposed is shown in Figure 1 ...
... This survey is divided into two parts. Part I consists of 18 questionnaires measuring seven variables adopted from [11], namely brand awareness (2 items), product quality (3 items where Scale 1 means "Strongly disagree", Scale 2 means "Disagree", Scale 3 means "Neutral", Scale 4 means "Agree" and Scale 5 means "Strongly Agree". Part II consists of four respondents' demographic questionnaires covering gender, age, work status, and visiting frequency. ...
Article
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The aim of this research is to investigate the power of brand equity at a culinary centre in a traditional retail marketplace, assessing whether branding encourages customer visits. Questioners are distributed to visitors. 211 respondents competed the questionnaire survey forms correctly. The collected data were processed statistically using SmartPLS Version 3. The result of analysis reveals that the familiarity of the brand name directly influences brand associations in terms of service, product quality, price policy, and physical environment. Brand associations affect brand trust, and this, in turn, directly affects visit intention. Surprisingly, even though the physical environment of the marketplace has already been modernised by the local government through its revitalisation program, it is not effective in attracting customers. The study suggests that the intention to visit the marketplace stems from the brand name rather than the physical environment of the marketplace. Therefore, the marketplace should focus on developing a strong brand equity, then developing the favourable brand associations and building brand trust to ensure a steady flow of customers. Keywords: brand awareness, brand associations, brand trust, purchase/ visit intention
... Consumer-based brand equity receives significant attention from the academic and business communities (Cifci et al., 2016); however, a review of customer-based brand equity literature demonstrates that: (a) despite the rich literature on customer-based brand equity, lack of consensus on its conceptualization and operationalization remains; (b) most of the studies focus on a limited number of customer-based brand equity facets, thus failing to provide a more holistic view of the customer-based brand equity process; (c) there is a scarcity of studies that integrate key consumer behavioural outcomes into the customer-based brand equity formation process (Chatzipanagiotou, Christodoulides, & Veloutsou, 2019). Anselmsson, Burt & Tunca (2017) draw attention to the fact that retailers are amongst the world's strongest brands, but little is known about retailer customer-based brand equity. They argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. ...
... However, Troiville, Hair & Cliquet (2019) believe that existing customer-based equity frameworks are usually product-based and, consequently not appropriate and should not be used when it comes to conceptualizing the brand equity of retailers. Anselmsson, Burt & Tunca (2017) agree to this notion stating that there are several examples of retailer equity scales, but because these scales are based on general models, they currently fail to capture important dimensions that are unique to the retailing industry. As Troiville, Hair & Cliquet (2019) explains, retailers typically build customer-based brand equity by enhancing the product value and the experiential value, but still have no effective means to operationalize and measure it. ...
... As Troiville, Hair & Cliquet (2019) explains, retailers typically build customer-based brand equity by enhancing the product value and the experiential value, but still have no effective means to operationalize and measure it. Anselmsson, Burt & Tunca (2017) argue that retailer specific dimensions should be better reflected in retailer brand equity measurement models. Troiville, Hair & Cliquet (2019) in their research distinguished 7 retailer customer-based brand equity dimensions: access, assortment, atmosphere, convenience, employees, quality, value and private brands. ...
Conference Paper
Given the growing worldwide tendencies of online shopping and increasing popularity of online grocery shopping, building customer-based brand equity for online grocery stores is gaining its popularity among business owners and marketers. Building good customer-based brand equity is considered to be one of the crucial goals for online businesses that leads to successful competition and good customer experience. The aim of this research is to determine customer-based brand equity dimensions for online grocery stores. To reach the aim, this paper adopts analysis and synthesis of scientific and practical literature in the field of customer-based brand equity and empirical research of three stages: field analysis, expert interviews and customer survey. 33 dimensions of customer-based brand equity for online grocery stores grouped in 8 dimension clusters were generated from the field analysis and expert interviews. Generated dimensions were provided for the evaluation during the customer survey. Empirical research proved 31 valid dimensions of customer-based brand equity for online grocery stores evaluated as very relevant, relevant and of average relevance. Main drivers of customer-based brand equity for online grocery stores that proved to be very relevant are: saving time, good price, fresh products, quality of service, and reputation of retail chain behind.
... Product quality "There is a high likelihood that organic tea bought at this store will be of extremely high quality. [49] When shopping at this store, I expect to see high quality organic tea. Overall, this store sells high quality organic tea." ...
... Product quality "There is a high likelihood that organic tea bought at this store will be of extremely high quality. [49] When shopping at this store, I expect to see high quality organic tea. ...
... Customer service "Store personnel are kind and helpful." [49] "Salespeople have a good knowledge of the products." "This store offers a high level of customer service." ...
Article
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This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship.
... This gap hence becomes a framework for this research, which tries to identify the Brand equity elements, which lead towards creation of brand loyalty especially for the young generation Z consumers keeping Zara in focus. The study is done in an Indian context in order to understand the both the rationale as well as the symbolic dimensions which create purchase motivation for young generation Z consumers in a developing country for a fast fashion brand in particular (Anselmsson, Burt, & Tunca, 2017). ...
... This is the reason why several authors after researching consumer durables, food, manufacturing, entertainment and luxury goods industries, recommended the inclusion of sub dimensions of brand personality on the CBBE approach (Govers & Schoormans, 2005;Netemeyer et al., 2004;Yoo & Donthu, 2001). Recent work done in the field of retail brand equity focusses on specific dimensions such as store layout, store atmospherics, assortment plan, visual merchandising, customer service etc. which lead towards creation of retailer image and subsequent brand equity (Anselmsson et al., 2017;Burt & Davies, 2010;Jara & Cliquet, 2012). Since there has not been any clear consensus on the dimensions leading towards creation of brand equity for retail brands, we create our own brand equity dimensions for the purpose of this research based on existing models of CBBE. ...
Article
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The study provides empirical support to the framework of consumer-based brand equity (CBBE) elements resulting in brand loyalty for Indian college going students for the fast fashion brand Zara. Using brand equity elements such as brand awareness, consumer's quality perceptions, value perceptions, brand associations, brand personality and brand uniqueness the study has tried to identify the dimensions influencing young consumer's perceptions and resultant brand loyalty for the fast fashion brand Zara. The results support the hypothesis that perceived brand awareness, perceived value, perceived quality, brand personality and organizational associations have a positive influence on the consumers brand loyalty while brand uniqueness is non-significant for the Indian college-going students. The findings suggest that in order to gain foothold in fast growing Asian markets, a fast fashion brand has to ensure building the right CBBE elements by devising business practices which would influence the fast fashion buying motivation of the young generation Z consumers and foster brand loyalty in return. JEL Classification Code: M20, M21, M30, M31, M39
... The significance of studying retailer brand equity can be observed from the fact that retailing is a significant economic activity. (Anselmsson et al., 2017) argues that existing literature is deficient from the aspect that rather than exploring consumers' actions, feelings and actions it focuses on the outcomes of the retailer brand equity dimensions on loyalty or considering building brand a two-step process, of its dimensions leading to customer loyalty. ...
... Prinsip dasar ekuitas merek adalah untuk menambah dan memproduksi kualitas tertentu yang diproyeksikan oleh merek, dan dibutuhkan konsistensi dalam sudut pandang pelanggan (Thakshak, 2018). Ekuitas merek adalah konsep penting bagi perusahaan mengingat hubungannya dengan perilaku pembelian, pangsa pasar, kinerja keuangan dan nilai pemegang saham (Anselmsson, Burt, & Tunca, 2017). Manfaat dari ekuitas merek antara lain dapat berpengaruh terhadap perilaku pembelian konsumen. ...
Article
Customer awareness regarding environmental damage is increasing. For this reason, this research discusses how to increase green brand equity in green hotels in Indonesia. The aim of this research is to examine the role of green satisfaction and customer engagement in increasing green brand equity by developing a theoretical research framework. A total of 156 respondents were collected, and after carrying out multiple linear regression analyses, it can be seen that the antecedent of green brand equity is customer engagement. Meanwhile, another variable in this research which was also studied, namely green satisfaction, apparently had no effect on the rise and fall of green brand equity in green hotels. This study contributes to future research on green hotels and other research that pays attention to environmental conservation.
... As previous studies have shown, perceived price significantly affects purchase intention for online content [57,58]. In the field of marketing, pricing policies significantly affect consumers' trust in retailers [59]. When consumers perceive that a product is reasonably priced, they are more inclined to purchase that product. ...
Article
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There is a growing demand for health popular science information from the public. Online paid health popular science information provides a new channel for the public to obtain health popular science information and can meet users’ demands for high-quality health popular science information. In order to improve the popularity of online paid health popular science information, it is urgent to investigate the factors influencing users’ intention to pay for online health popular science information. Paid online health popular science information can provide users with higher-quality health knowledge, while monetary compensation can incentivize publishers to create and promote the sustainability of social media platforms. Therefore, paid online health popular science information is important for readers, creators, and platforms. Therefore, this study investigates the factors influencing users’ intentions to purchase online health popular science information based on the health belief model (HBM). Our research data were obtained by a questionnaire and empirically analyzed by SmartPLS structural equation modeling. The results of this study indicate that the greater the perceived susceptibility, severity, and irreplaceability of health problems, the greater the intention of users to purchase health information when they read the summary portion of paid online health popular science information. And the higher the perceived risk and the more unreasonable the price of the online health popular science information, the lower the intention to purchase. Moreover, both the perceived susceptibility and perceived severity significantly attenuated the negative impacts of perceived health popular science information risk and perceived price unreasonableness on users’ intentions to purchase online health popular science information. This study not only enriches and extends the application of the health belief model, but also has important positive implications for the development of online paid health popular science information.
... Developing competitive advantages is a relevant goal for retailers (Arnett et al., 2010;Ghomi et al., 2021) and the retailer brand is one of the most valuable sources of competitive advantage (Su and Chang, 2018;Dawes, 2022). Consequently, understanding a retailer as a brand is one of the most crucial retailing trends (Anselmsson et al., 2017;Frasquet et al., 2017). For instance, several retailer brands like Amazon (705,6 Mil. ...
Article
Purpose To further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands. Design/methodology/approach The research is conducted in the automotive retail context. Based on an online survey (383 respondents), a Partial-Least Squares Modeling, estimated using SmartPLS 3 and a classic partial least squares structural equation modeling (PLS-SEM) algorithm, is used to validate the hypotheses. Findings The results reveal that manufacturer brands did not influence the retailer's brand image in all cases since it is only influenced by the manufacturer brand when the retailer offers only one manufacturer brand. Practical implications For retailers offering only one manufacturer brand, the most extensive possible adoption of the corporate identity (CI) specifications prescribed by the manufacturer brands is the prerequisite for a positive image effect. Retailers offering more than one manufacturer brand should create their image based on the retailer's identity. In this context, it is essential to position the retailer brand independently in the market. Originality/value This is the first study focuses on retailers with a small or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image.
... To identify the existence of common method bias, Harman's single factor test was employed, which approves/disapproves that the model is free from method bias since the first-factor variance was less than 50% (i.e., 46.63) while performing the (Boobalan et al. 2021). Nevertheless, according to Podsakoff et al. (2003), Common Latent Factor (CLF) method was also performed, in that, each item was allowed to regress on the CLF and to its respective constructs, then CFA was performed with CLF as well as without CLF (Anselmsson et al. 2017). Consequently, the results indicated that this study model is bias-free in terms of the method since both the CFA models showed a good fit. ...
Article
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This research intends to examine the Service Quality (SQ) factors in mail service operations conducted at NSH offices, Karnataka state, Southern India during the COVID-19 pandemic. Recently in the year 2020, India post has implemented lean service techniques in NSH (Speed Post) Mangalore in order to increase the delivery articles production, a part of initiation of service quality enhancement. Almost, they have increased 11.36% delivery of articles from 8620 to 9600 per day (Vadivel in Development and implementation of lean service tools and techniques in India post mail service—a case study, 2020). Measuring SQ performance in mail service operations is a major challenge in order to satisfy the customer. So, we have considered core service, human aspects of service delivery, systematization of service delivery, Tangibles of service and social responsibility factors from the suitable literature support. This study was proposed to examine the relationship between service qualities on postal customer satisfaction during COVID-19. The main objectives of the study are: (1) To analyse the India post service SQ on CS during COVID 19. (2) To study the relationship between SQ on CS in India post service during COVID-19. Data were collected from a sample of 296 respondents of the Indian postal customers. With the use of R programming, the findings are examined by structural equation modelling (SEM) analysis. The findings show that there is a significant impact of service quality factors on customer satisfaction during the COVID-19. Service quality factors such as, Human service delivery (Rank 1), Core service (Rank 2), and Social Response (Rank 3) having positive impact on customer satisfaction. The research results indicate that India post service has taking necessary steps to enhance the service quality factors in order to get good will from customers’ service which is exemplified in implications of this study.
... These brand associations enable the consumer in identification, differentiation and development of positive feelings for the product (Kautish et al. 2021;Kim 2012;Kim et al. 2002). Brand image therefore creates brand meanings, which relate to the extrinsic properties of the product, conveyed using abstract imagery to meet the consumers' non-representational psychological and social needs (Anselmsson et al. 2017). Hence, brands projecting an upscale high-end imagery promise high quality, prestige value, social standing and status to the consumers. ...
Article
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This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return.
... One of the most important means by which every business develops competitiveness is regarded as brand equity (Nuseir, 2020). Because marketers can gain from competitive advantages provided by strong brands, "brand equity" is a term that is particularly significant in both business practise and academic study (Anselmsson et al., 2017;Cifci et al., 2016). According to Kataria & Saini (2020), customers' greater trust in a particular brand when compared to competitors is what creates brand equity. ...
Article
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In today’s world, automobile industries play a very important role in contributing to the development and growth of one country’s economy. In the car business, which is very competitive, companies must make sure that their products are appealing to consumers and well-liked, as well as highly valued. Branding is not about presenting more choices but about providing buyers with clear choices. Hence, investigating the brand loyalty towards the national car among Malaysians would pave the way for the automobile industry to prosper along with other automobile industries worldwide. This study aims to identify the relative strengths of all factors in influencing brand loyalty among customers towards two brands of national cars in Malaysia. A total of 409 respondents to this study were at least 18 years old and car owners of the national brand, and they were selected from all dealers of Perodua and Proton in Kota Bharu, Kelantan. In this study, descriptive analysis, independent t-test and the Pearson correlation coefficient were used. The sample consisted of an almost equal breakdown of Perodua and Proton car owners. The findings show that the car owners show a moderate level of brand satisfaction, brand price, brand quality, brand equity and brand loyalty with their current cars. All the independent variables, which are brand satisfaction, brand price, brand quality, and brand equity, are strongly correlated with brand loyalty towards the national brand. Perodua owners were more loyal and committed than Proton owners. Brand loyalty has become an essential factor for all manufacturing companies. To gain customer loyalty, a company should produce products with good quality, suitable pricing, and more equity.
... In other words, how consumers respond to functional and emotional appeals in a retail context may differ from their responses in other contexts. This is supported by extant research regarding the differences between retail brand equity and generic brand equity, pointing to the limitations of using operational models that are not retail-specific when examining the interrelationships among the dimensions in the retailer brand equity building process (Anselmsson et al. 2017). To address such limitations, we propose an integrated retail brand equity model incorporating constructs concerning both consumer shopping experience and shopping value dimensions to advance our understanding of the formation of consumers' retail brand knowledge and retail brand equity. ...
Article
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Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is particularly important due to the highly competitive nature of the industry. Even though previous studies have provided valuable insights on the antecedents of retail brand equity, it remains unclear how experiential and functional associations of the brands concurrently influence the dimensionality of retail brands. We propose an integrated retail brand equity model incorporating both consumer shopping experience and shopping value to broaden our understanding of the formation of consumers’ retail brand perception and its influence on retail brand equity. Data for testing our hypotheses were collected from 254 respondents. Seemingly unrelated regression is used to test the model. Our findings suggest that retailers are worth more than just the products they sell. Carrying high-quality brands is neither a necessary nor a sufficient way to enhance retail brand equity since the same product brands can be carried by multiple retailers. Several significant implications for marketing practitioners are discussed.
... Since brand is an psychological concept based on customers' perceptions, customers are keen to the creation of brand equity (Baalbaki and Guzmán, 2016). It concentrates on consumers' perceptions since customers' perceptions and behavioral responses are keen to the formation of brand equity (Anselmsson et al., 2017). Customer-based brand equity measures what consumers think and feel about a brand (Datta et al., 2017). ...
Article
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This conceptual paper is based on a framework that predicts brand equity based on customer experience, brand innovativeness, and word of mouth in Chinese retail banking sector. It is one of the few researches that study brand equity in retail banking sector. This study aims to examine the relationships between customer experience, brand innovativeness, word of mouth, and brand equity. It makes theoretical contribution by developing a conceptual framework on brand equity, customer experience, brand innovativeness, and word of mouth in China. From the practical perspective, the study offers a framework that builds strong brands and enhances brand equity. The majority of studies on brand equity are conducted in developed markets, while those in the context of developing nations are far from conclusive. The present study aims to bridge the gap.
... Most research studies in the literature have used surveys to approach brand image as a multidimensional concept, and measured it with preexisting scales in the literature (Anselmsson et al., 2017;Swoboda et al., 2016;Baksi and Panda, 2018;Bhat and Chakraborty1, 2018;Cho et al., 2015;Davis et al., 2009;DeSarbo et al., 2011;John et al., 2006;Kim et al., 2003;Konuk, 2018;Londoño et al., 2016;Low and Lamb, 2000;Malhotra, 1981;Panda et al., 2019;Park and Rabolt, 2009). ...
Article
The growth of the Internet has led to massive availability of online consumer reviews. So far, papers studying online reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types of consumer behavior, such as information adoption decisions or product choices. However, little attention has been paid to examining the textual aspects of online reviews in order to study brand image and brand positioning. The text analysis of online reviews inevitably raises the concept of “text mining”; that is, the process of extracting useful and meaningful information from unstructured text. This research proposes an unified, structured and easy-to-implement procedure for the text analysis of online reviews with the ultimate goal of studying brand image and brand positioning. The text mining analysis is based on a lexicon-based approach, the Linguistic Inquiry and Word Count (Pennebaker et al., 2007), which provides the researcher with insights into emotional and psychological brand associations.
... At the corporate level, trust is an important mediator of retailer loyalty [58,84] and a source of it [114]. Due to the variety of retailer attributes, as well as channels and formats, the factors of multi-channel employment, service outputs, portfolios, and satisfaction affect retailer loyalty [22,47,83]. ...
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With the increase in consumer awareness of sustainability and diversified retailer brands, the conceptualizations and dimensions of brand loyalty are changing. Existing research studies have focused on traditional constructs and measurements to explain new phenomena in the food retail sector but ignored the environmental and social effects on consumers’ attitudinal and behavioral loyalty. This study entails an extensive and structured review of definitions, taxonomy, dimensions, and measurements of loyalty within a food marketing context. With an additional emphasis on the notion of sustainability, it provides a perspective theory synthesis that integrates all testified antecedents of all types of loyalty to emphasize a trend of sustainability beyond brand scope, whereby sustainability values create loyalty. A systematic literature review and qualitative analysis methods were used to identify the relevant literature. The studies that qualified for inclusion were those that reported (1) research methods, (2) dimensions of brand loyalty, (3) knowledge of sustainability factors, and (4) organic marketing. This paper summarizes and compares the key constructs and measurements of loyalty to retailers. The results show inconsistencies in relation to two important attitudinal dimensions, namely, brand satisfaction and brand value. Although loyalty towards product brands, loyalty toward service organizations, store loyalty, and retailer loyalty have been studied in recent decades by marketing academics, little attention has been paid to clarifying their role in food retailing, especially regarding whether the established dimensions are relevant in conceptualizing consumer loyalty in sustainability based on organic food marketing. The theoretical implications are discussed in association with the research gap between loyalty dimensions and sustainability values, as well as multidimensional measurements development. The practical implications of this review are important for food retailers and organic food marketers that can meet the satisfaction and retain consumers’ loyalty by providing organic and sustainable products and improving related service quality involving environmental consequences and social well-being.
... That is, a customer would only tend to buy a product if it satisfies their need and have relevant application in their real life. On the contrary, Anselmsson et al. (2017) have mentioned that the "Keller's Brand Equity Model" has been divided into four different segments which are "identification of brand, the meaning of the brand, responses of brand and resonance." The identification of the brand is the first segment of the pyramid that mainly focuses at the customers' needs and demands . ...
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This study provides an overview of the business execution criteria of McDonalds and Burger king in the marketing environment of Malaysia. The study claims to visit all the aspects of development of production sections through implementation of theoretical measures. Moreover, the study brings a forecast to the current situation of the company's business assets focusing on financial statements. In addition, the impact and importance of attaining corporate social responsibilities within business organisations have been evaluated through evidential measures. The data were collected through a questionnaire distributed to a total 101 customers as a form of respondents have been selected to gather necessary information regarding the impact of showing social responsibilities of market campaigns in the reputation of an organisation. The data were analysed by SPSS software. The result showed that Malaysian customers are not able to maintain the level of trust among the different food manufacturing companies. Also, it has been observed that in recent days, the food sectors of Malaysia are not able to deliver quality of foods to their customers. Finally, the result also showed that social responsibilities in marketing campaigns creates a positive impact on the reputation of an organisation. The study suggests the necessity to incorporate different types of strategies in the business to maintain the needs of their customers and highlight the importance of social responsibilities in the market campaign. The management team of the food companies can be able to deploy diverse types of strategies to maintain the organization reputation in the market.
... That is, a customer would only tend to buy a product if it satisfies their need and have relevant application in their real life. On the contrary, Anselmsson et al. (2017) have mentioned that the "Keller's Brand Equity Model" has been divided into four different segments which are "identification of brand, the meaning of the brand, responses of brand and resonance." The identification of the brand is the first segment of the pyramid that mainly focuses at the customers' needs and demands . ...
... Consumer behavior for organic food was measured using four items developed by Lin and Huang [104]. Pricing policy was measured using two items adapted from Anselmsson, Burt, and Tunca [105]. Product trust was measured with three items adapted from Choe et al.'s scale [106]. ...
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The consumption of organically produced food is gaining ground around the world due to growing consumers’ concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers’ actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students’ buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.
... External branding and its contribution to consumer brand equity are well documented in the literature (Aaker, 1992;Keller, 1993;Yoo and Donthu, 2001;Gil-Saura et al., 2013;Anselmsson et al., 2017). Internal branding, relative to the extensive literature on external branding, studied in the context of EBE is limited, however, it continues to develop (Miles and Mangold, 2004;King and Grace, 2009;Baumgarth and Schmidt, 2010;King et al., 2012;Gelb and Deva, 2014;Kashive and Tandon Khanna, 2017). ...
Article
Purpose The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data. Design/methodology/approach This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions. Findings Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective. Originality/value This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al. ’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.
... Finally, loyalty is a variable to which particular attention has been paid, as it is considered key in the growth and sustainability of companies due to its ability to retain customers that are loyal not only to the company but also to its brand [36], as represented by its logo. Furthermore, loyalty is a construct that has generated controversy over the years, and there are studies that consider it as an antecedent [5], a dimension [31], or a consequence of brand equity [42][43][44]. ...
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Currently, sustainability emerges as a key element on which the development of competitive advantages for businesses is based. In the dynamic and turbulent environment in which retail companies operate, sustainable practices are posited as an opportunity for their progress and survival. Through this article, it is intended to advance the nature and dimensions of this construct and examine its influence on store equity and consumer satisfaction. Furthermore, this work analyses the moderating effect of gender on these variables and the mediating nature of brand equity in the development of consumer satisfaction. All this is developed through a quantitative study carried out on a sample of 510 consumers of different food retail commercial formats (hypermarkets, supermarkets, and discount stores) in Spain. The technique used for data analysis is partial least squares (PLS) regression. The results show the importance of sustainability and brand equity in the development of consumer satisfaction in the retail sector, with the intensity of its effects being a gender issue. On the other hand, brand equity is positioned as a key element thanks to its mediating effect between sustainability and satisfaction. All of this points to the need to move towards more sustainable business models.
... Social media provides a unique interactive opportunity to strengthen retailer brand associations. The retailer brand associations reflect memory of the consumer as associated with the retailer's service, quality, store, or pricing and favorable, strong, and unique brand associations improve brand value (Aaker 1991;Anselmsson et al. 2017;Keller 1993;Pappu and Quester 2008). The brand associations impact consumer response and consumer decision-making process, provide motives and basis for purchases (Keller 1993), improve brand loyalty (Gladden and Funk 2001), and enhance brand performance (Romaniuk and Gaillard 2007). ...
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The overall brand value depends on customers’ subjective evaluation beyond the objective brand valuation. Social media, a critical component in subjective evaluation, has led to a transformation in brand advertising strategies that require increased emphasis on social media marketing to strengthen the brand. However, little attention has been given to assess brand value attributed to social media marketing—a key strategic component that has high managerial consequence. The purpose of this study is to establish key drivers and measures of social media equity—an essential aspect of a brand’s value, particularly in the evolving landscape of social media brand management. Theoretically grounded in social influence theory and social capital theory, this study establishes psychological and social drivers of the retailer brand’s social media equity. The paper, therefore, accommodates roles of psychological-, social-, and strategic-level factors, which encompass an effective social media marketing strategy. This study offers implications that significantly advance the theoretical and managerial literature on social media brand management for the retail industry.
... On the other hand, some researchers have argued that brand awareness has a significant impact on purchase intentions (ANSELMSSON et al., 2017;MACDONALD;SHARP, 2000). Brand awareness influenced consumer decision making and identified brands are more likely to be http://www.ijmp.jor.br ...
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The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.
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Dijital çağ, pazarlama ve perakendecilik dünyasında köklü bir dönüşüm sürecini beraberinde getirmiştir. Bu kitap hem geleneksel pazarlama yaklaşımlarını hem de dijitalleşmenin etkisiyle ortaya çıkan yenilikçi iş modellerini ele alarak pazarlama yazınına değerli bir katkı sunmayı hedeflemektedir. İş dünyasında ve toplumsal yaşamda yaşanan değişimler, tüketici davranışlarının yanı sıra pazarlama stratejilerini de dönüştürmektedir. Pazarlama ve Perakendecilik: Dijital Çağın Dönüşümleri, bu dönüşüm sürecini anlamak ve yön vermek isteyen araştırmacılar, akademisyenler ve uygulamacılar için önemli bir başvuru kaynağı niteliğindedir. Kitapta, dijital dönüşümün perakendecilik üzerindeki etkileri, tüketici davranışlarının değişen dinamikleri, sürdürülebilir pazarlama stratejileri ve müşteri deneyimi gibi güncel ve ilgi çekici konular ele alınmaktadır. Bölümler hem teorik çerçeveyi hem de güncel saha araştırmalarını bir araya getirerek okuyuculara pazarlama ve perakendeciliğin dönüşüm süreçlerine dair derin bir perspektif sunmayı hedeflemektedir. Bu eserde yer alan bölümler, dijital çağın pazarlama ve perakendecilik üzerindeki etkisini anlama ve anlatma çabasında önemli bir adımı temsil etmektedir. Dijitalleşme ile yeniden şekillenen bu alana dair derinlemesine bir analiz sunmayı amaçlayan kitap, okuyucularını düşünmeye, keşfetmeye ve tartışmaya davet etmektedir.
Article
Purpose This research explores how perceived product and service quality affect brand equity within hybrid business models, particularly in the automotive industry. Additionally, it examines how brand equity influences consumer behavioural intentions, emphasising the mediating role of consumer satisfaction. Design/methodology/approach A quantitative approach was utilized, employing a survey to gather data from a diverse sample of automobile consumers in India’s National Capital Region. PLS-SEM was applied to analyse the relationships among the constructs. Findings The results indicated that product and service quality significantly enhanced brand equity, with service quality exerting a more substantial influence. Furthermore, brand equity positively influenced consumer behavioural intentions, such as repurchase intentions and word-of-mouth referrals, with consumer satisfaction as a partial mediator in this relationship. Originality/value This research pioneers a fresh perspective by delving into hybrid business models that integrate products and services, providing a comprehensive understanding of how perceived quality builds brand equity, which in turn drives favourable consumer behaviours. Notably, the study integrates three theoretical frameworks, consumer empowerment, the compensatory effect and the theory of reasoned action, to offer deeper insights into research on quality, brand management and consumer behaviour within the automotive context.
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The online food delivery (OFD) industry has experienced significant growth and transformation, enabling businesses to operate in a dual-channel manner and diversify their revenue sources. The paper aims to investigate the impact of service marketing mixes on brand equity of Online Food Delivery Applications in an emerging economy, Bangladesh. Through the application of the positivist research philosophy, the study employs regression analysis to ascertain the influence of the 7 Ps of the service marketing mix on brand equity. The results empirically demonstrate the important contribution of the three 3 Ps to brand equity. Place, Promotion and Physical evidence have been found to significantly impact the brand equity of OFD platforms. The influences of other predictors (product, price, people and process) are weak and are not making a significant contribution to the prediction of brand loyalty towards online food delivery service. By fully embracing the potential of the services marketing mix, managers and enterprises can maximize the advantages offered by this expanding industry, foster a competitive advantage, and contribute to the development of a sustainable OFD market, which in turn benefits the broader business, society, and economy. This study is one of the first studies measuring the impact of service marketing mixes on brand equity in the growing food delivery marketplace.
Article
Purpose This study aims to reveal how the organizational structure (vertical integration vs. franchising) of 308 stores in a Spanish fashion retail franchise chain affects their performance measured through two key performance indicators commonly used in this industry, namely, labor productivity and service quality ratings. We also appraise the moderating role played by the servant leadership of franchisees and managers of company-owned outlets to explore its influence on the relationship between organizational structure and store performance. Design/methodology/approach We have used multivariate analyses to study the research questions, with a panel dataset of quarterly store-level data for the period January–December 2022. Findings Vertically-integrated stores record lower labor productivity than franchised ones. This impact is lower in stores run by individuals high in servant leadership than in those run by individuals low in it. Franchised outlets also record lower ratings in service quality than vertically-integrated stores, and this negative impact is weaker in stores run by individuals high in servant leadership. Originality/value Nothing has thus far been published on the moderating effect of servant leadership in the relationship between the organizational structure of different stores and their outcomes in franchise systems.
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Several studies attempted to investigate brand equity and retailer equity regarding their relationship with purchase intentions of customers. However, there is few research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. Additionally, there were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings was that brand equity and retailer equity have a considerable and positive effect on purchase intentions of customers; however, they act independently from each other.
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In a recent competitive and challenging market, supply chain management has faced many challenges due to rapid technological changes, new products and variable customer tastes. Therefore, supply chain management seems to require more vigilance and speed leading to the formation of the concept of the agile supply chain. Since supply chain management plays a significant role in food industries and due to the specific nature of the food companies as well as the importance of their supply chain agility, the main purpose of the current study is to evaluate and prioritize the success key factors for agile supply chains in food companies. In this regard, a D-ANP method is employed as a hybrid decision-making method considering the fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytic Network Process (ANP). The results reveal that among 17 factors of success for agile supply chains in these companies, employee skill development, utilizing robust scheduling systems in distribution and process integration are the highest priority.
Article
Purpose-End-of-life electronic products exchange (EEPE) program could be an effective approach to e-waste recycling that requires consumers' participation. Thus, it is highly recommended to study factors stirring consumer behavior with regard to EEPE programs, which is largely under-explored in the existing literature. Hence, grounding on the Theory of Planned Behavior (TPB) and Attitude-Behavior-Context (A-B-C) model, this study attempts to understand the determinants of consumers' EEPE intention by adding contextual and non-cognitive factors to the proposed research model. Design/methodology/approach-Employing a purposive sampling technique, respondents were drawn from university students and general consumers of electronic products in a developing country. Factor analysis, structural equation modeling (SEM) and SPSS PROCESS were used to analyze the collected data. Findings-Empirical results confirm that subjective norm has the strongest positive impact on EEPE intention. Following this, attitude toward EEPE and perceived behavioral control play positive mediating roles in determining EEPE intention. Moreover, government initiatives moderate the unsolicited "attitude-intention gap". Practical implications-Drawing on this study's outcomes, the study urges to form comprehensive awareness-building campaigns, rules and regulations regarding proper e-waste management, promote "exchange offer" programs and educational programs to encourage EEPE. Originality/value-This study makes two fresh contributions to the extant literature. First, by coupling the TPB and A-B-C theory, this study showed that both attitude (i.e. attitude toward EEPE) and context (i.e. government initiatives) are essential in eliciting individual-level post-consumption pro-environmental behavior (PEB) (i.e. EEPE). Second, government initiatives elucidate the attitude-intention gap in the reverse logistics context, especially in developing countries.
Thesis
In recent years, the development of the retail market has been one of the highlights of the Vietnamese economy in general. This development has been reflected not only in breadth (as more and more retail stores operate on a chain scale) but also in depth (such as the variety of retail business models, the improvement of retail service quality, etc). Therefore, this topic about retailing and stakeholders (suppliers, consumers, etc) pay much attention from academics and business. In several reports of the retail market, one of the most noticeable products belongs to the electronics field. Since 2008, the emergence of more and more retail stores of electronic products and the expansion of specific supermarkets with different brands has contributed to the more increasingly attractive market. Some retail business brands that choose to develop in the chain model could be mentioned such as The gioi di dong, FPT Shop, Vien Thong A, CellphoneS while a number of other retail stores have also made their own brands such as Phuc Anh Smart Computer, Gia Long, Ishop. As for electronics supermarkets, the expansion of electronics supermarkets over the years might include the brands of Tran Anh, Mediamart, Pico, Nguyen Kim and most recently, Dien may Xanh. These active signs show the business potential for the retail of electronics products in the market of Hanoi city and the Vietnamese market in general. On the other hand, it shows the fierce competition that if the retail business is not careful in adjusting its business strategy to new competitors, it would face more challenges soon. However, fierce competition has resulted in an inevitable outcome: leaving the market. 2015 was a milestone year for the retail industry in general and the electronics retailing sector. Right from the beginning of 2015, Nguyen Kim - one of the first Vietnamese brands in the field of retailing of electronic products - announced the sale of shares to Central Group (Thailand) with a 49% stake transfer. It was followed by Tran Anh's cooperation with Nojima - a large Japanese electronics retailer, and by April 2015, Nojima's ownership was 31% of Tran Anh's total shares. Also, during this period, there was much information that Pico and Mediamart sought foreign partners to implement the orientation of "internationalization", but it was not successful. Notably, in 2017, the retail market of electronics products continued to witness many major acquisitions. The first is the deal of The Gioi Di Dong and Tran Anh when the entire chain of electronics supermarkets branded "Tran Anh" officially belongs to The gioi di dong Group and this is a step to open the ambition to dominate the market of electronics supermarket chain with the branded chain "Dien may Xanh" in the North. The next deal is the agreement to transfer ownership of FPT Retail and FPT Trading (belonging to FPT Group) to Synex Group - a leading retail group of phones, tablets, and mobile devices (Taiwanese). Continuing, early in 2018, Creador Group - a private equity fund, based in Malaysia - announced it would invest US $ 100 million in The gioi di dong over the next three years. It could be seen that, after 2015 with the milestone of establishing the ASEAN Economic Community (AEC) and the removal of tariffs for many items on the list of electronic and electrical products among nations members, creating competitive pressure with domestic electronics retailers. As a result, many electronics supermarkets of Vietnamese businesses would be forced to give consumers a reason that is strong enough and unique enough to choose to buy at their supermarket instead of choosing to buy at those of competitors. The main brand is one of those reasons. The brand of an electronics supermarket could become a commitment, a certification of the quality of goods and services provided by the electronics supermarket to consumers. However, the brand of an electronics supermarket could not be created in a short time, it is a process of accumulation for many years and exists in the minds of customers. The brand could gradually increase its influence if the business is concerned, appropriate investment or may fade if the business does not really believe in "its own brand". The term "brand equity" was introduced to explain that accumulation process. Brand equity in terms of customers is represented by the different reactions (attitude and behavior) of consumers to brands that are competitors of each other in the same segment target field. Brand equity has been studied since the 1980s and studies on this topic have been expanded to cover various businesses as well as different types of businesses. Among them, studies of brand equity based on consumers are more prominent with the starting point from the approach of Aaker (1991) and Keller (1993). Over the past twenty years, researches on brand equity have been studied for retail businesses that have made certain contributions from a practical perspective to help businesses to apply them in management activities. Researches on brand equity based on consumers in the food retail sector show outstanding numbers. Modern retail is also a priority in the study of brand equity. However, among these types, specialized supermarkets with specific products are often chosen to be the subject of research. Therefore, the dissertation chooses the direction of researching the electronics market as a specialized supermarket to explore factors affecting brand equity for this type of business. Based on research, the dissertation expects to make some recommendations for electronics supermarkets to enhance its brand equity. Stemming from the above reasons, the dissertation with the title " Exploring brand equity of electronics supermarkets located in Hanoi city " is proposed.
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In a mature retail market, branding can offer retailers opportunities for setting themselves apart. This study examines the construct ‘brand personality appeal’ (BPA; Freling et al., 2011) in retailing. Two consumer surveys are administered, on fashion retailing (n = 104) and grocery retailing (n = 101), focusing on (1) store personality, (2) BPA, and (3) retailer brand equity. A SmartPLS estimation shows that ‘enthusiasm’ is a personality trait that appeals to consumers regardless of the retail context, whereas ‘sophistication’ matters more in fashion retailing and ‘unpleasantness’ in grocery retailing. BPA is a significant driver of retail brand equity, regardless of the retail context.
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Finding motivations for customer brand loyalty is one of the most popular academic and practical research fields; in this regard, some scholars have explored motivations in the retail industry. As the concept of private brands has been one of the most widely employed strategies for business success in the industry, comparing private and national brands in terms of customer loyalty is an important topic in the retail industry. Thus, the current research focuses on exploring antecedents of customer loyalty in private and national brands, as well as investigating whether there are notable structural differences between the brands. The results, based on 1,631 responses, indicate that customer perceived service/product quality, satisfaction, trust, and cost are notable determinants of brand loyalty, while the relationship between customer satisfaction and service quality of private brands is not supported. Moreover, both indirect and direct effects of the employed factors on customer brand loyalty are reported.
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Our study aimed to analyze consumer behavior and perception towards private labels (PLs) in Tenerife as an autonomous community during COVID-19, with special attention given to sustainability aspects. The research was conducted on a sample of 500 adults purchasing PLs using quota selection and the CAWI method. We formulated four research questions related to factors of PL choice, the relationship between frequency of PL purchases, consumers’ age and income, perceived changes in PLs, and evaluation of PL products including sustainability. The latter research question referred to such product characteristics as local and environmentally friendly production, organic production, and production according to traditional technologies using only natural ingredients. For a detailed analysis of consumer behavior, we used Pearson’s chi-square test, the rho-Spearman correlation coefficient, and cluster analysis. The most important factors for purchasing PL products were lower prices compared to leading brands, attachment to a given chain, and the feeling of safety and trust in PL products. The frequency of purchase of PL food products, except for alcohol, significantly negatively correlates with age, which means that the purchase of PLs from the analyzed product categories decreases with age. The increased availability and improved image and quality of PLs were identified as the most important changes in PLs. PL food products were rated by consumers as fresh, minimally processed and with quality certificates. Environmentally friendly production methods, nutritional value, and origin from an area close to home were also indicated.
Article
هدف تحقیق حاضر، بررسی تأثیر تصویر و قدرت برند بر تمایل خرید مشتری در فروشگاه اینترنتی بامیلو است که از مدل وایمر (2015) و لیو و همکاران (2016) استفاده شده است. در این مدل تأثیر تصویر و قدرت برند بر تمایل خرید مشتریان فروشگاه بامیلو بررسی می شود. برای بررسی تحقیق نمونه ای شامل 384 نفر به صورت در دسترس از بین کانال تلگرامی فروشگاه و صفحه اصلی فروشگاه در اینستاگرام انتخاب شدند. ابزار گردآوری داده پرسشنامه استاندارد با 27 سؤال که روایی و پایایی آن تأیید و بین جامعه آماری توزیع شد. تجزیه و تحلیل داده ها با استفاده از آمار توصیفی و آمار استنباطی انجام گرفت. در سطح آمار توصیفی از شاخص هایی چون فراوانی و درصد فراوانی؛ در سطح آمار استنباطی از روش های همبستگی، مدل معادلات ساختاری و تحلیل مسیر انجام شده است؛ که برای این منظور از نرم افزارهای spss و آموس استفاده شد. نتایج تجزیه و تحلیل حکایت از تأثیر مثبت و معنی دار تصویر و قدرت برند بر تمایل خرید مشتریان فروشگاه اینترنتی بامیلو داشت.
Chapter
A brand that has acquired goodwill from consumers, that has been being around for many years and is innovative with their product development and service quality may decide to extend their brand. The brand can build on their existing name or come up with a new brand name to make different or related products and enter a new market. This extension is a strategic decision that should not be taken lightly, as there are financial and human resources implications. The new product line will have to be developed, branded and marketed. In this chapter we look at how brands can use the leverage of a well-known brand name in one category to launch a new product in the same or different category. Identifying the potential for leveraging is also essential for brand managers. It is essential to know when to take the leap and commit to a financial decision. In addition, we will explore different types of extension, and the advantages and disadvantages of extensions. While brand extension may be a worthwhile business decision, we will examine some critical considerations for brand managers.
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This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 foodservice consumers with experience of using seven South Korean grocerants were surveyed. The study identifies the influence of brand experience on perceived value and brand loyalty through brand awareness, brand association/image, and perceived quality. The study demonstrates that it is essential to build a CBBE that incorporates sensory, affective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.
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Although online stores drive offline stores and vice versa, knowledge of these reciprocal effects is still scarce. The authors analyze whether reciprocal effects between images of major purchase channels exist and how they affect consumers’ loyalty. Importantly, they differentiate cross-channel loyalty. Study 1 analyzes longitudinal data from 573 consumer evaluations of leading omni-channel fashion retailers using cross-lagged panel models. The results indicate that a positive offline channel image enhances the online channel image and vice versa. The reciprocal effects of offline (vs. online) images are stronger on overall retailer, offline channel and, surprisingly, online channel loyalty. Moreover, the effects change for retailers with which consumers have more or less favorable prior offline and online experiences. Study 2 tests identical relationships based on 380 consumer evaluations and reveals possible shortcomings of a typical cross-sectional design. The findings have direct implications for managers interested in understanding how reciprocity and prior experience affect consumer behavior.
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Brand equity is a key marketing concept for academia as well as practitioners due to its ability to provide competitive advantage to firms. In the recent past, fast fashion branding has drawn noticeable attention. Since brand equity elements can impact consumers’ perceptions as well as behaviours, firms in fast fashion market want to understand the role of these elements for designing and implementing sustainable brand strategy. By using Aaker’s brand equity model, research was conducted on a sample of population based in the national capital of India and north Indian cities. The survey confirmed that the creation of brand equity is dependent on four brand equity dimensions and that these dimensions are interdependent. The findings show significant, positive and direct impact of brand awareness on brand personality, brand personality on perceived quality and perceived quality on brand loyalty. In addition, brand awareness, brand personality, perceived quality and brand loyalty have significant, positive and direct impact on consumer-based brand equity (CBBE). The current study provides empirical evidence of impact of select brand equity dimensions on each other and all brand equity dimensions on brand equity. This study provides key insights for developing strategies to strengthen CBBE.
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Bu çalışmada mağaza kişiliği ve öz benlik uyumunun mağaza sadakati üzerindeki etkilerinin araştırılması amaçlanmıştır. Kitabevleri üzerinde yürütülen çalışma için gerekli veri 250 katılımcıdan online anket yöntemiyle elde edilmiştir. Mağaza kişiliği boyutları keşifsel faktör analizi ile belirlenmiştir. Mağaza kişiliği boyutlarının ve gerçek öz benlik uyumunun mağaza sadakati üzerindeki etkilerinin belirlenmesi amacıyla regresyon analizleri kullanılmıştır. Çalışmanın sonuçlarına göre mağaza kişiliği gerçeklik, hoş olmama, entelektüellik ve coşku olmak üzere dört boyuttan oluşmaktadır. Mağaza kişiliğinin mağaza sadakati üzerindeki etkileri incelendiğinde “gerçeklik” kişilik özelliğinin mağaza sadakati üzerinde istatistiksel olarak anlamlı düzeyde olumlu etkisi vardır. “Hoş olmama” kişilik özelliği ise mağaza sadakatini istatistiksel olarak anlamlı düzeyde olumsuz etkilemektir. Bunların yanı sıra gerçek öz benlik uyumunun mağaza sadakati üzerinde istatistiksel olarak anlamlı düzeyde olumlu etkisi olduğu tespit edilmiştir.
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Purpose – This exploratory study challenges the fashion retailer/wholesale brand debate considering established definitions, structures and propositions of these brand typologies, developing new perspectives with particular emphasis on the blurring of the product range, retail fascia concepts and supply chain management. The paper argues that the fashion industry has evolved significantly since the theoretical definitions were established in the early 2000s. The paper presents the results of a series of in-depth interviews conducted with key informants from large-scale fashion retailers, manufacturers, textile researchers and funding organisations in the UK. The paper highlights the blurring of retail and wholesale brands occurring to gain direct access to the market or enter new markets and subsequently, from a manufacturing perspective, attain competitive advantage and operate vertical integration to satisfy customer demand.
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Brand equity has been recognized as a key variable in both the academic and professional literature. This article aims to deepen the nature of the retailer equity construct and identify the variables that contribute to its formation, proposing an integrative model based on their dimensions and effects. From an empirical perspective, a survey is carried out with 300 consumers in three retailer categories, in order to analyze the relationships of the model. Due to the formative nature of two of the constructs, the analysis is developed through the partial least squares technique. From the analysis of the results, the importance of store image, perceived store value, and store awareness are seen as retailer equity dimensions. Additionally, this study confirms the relationship between retailer equity and the satisfaction–loyalty chain of effects.
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In the last two decades, research on brand equity and brand value has flourished. If products and services have often been the focus of brand equity research, a few studies attempt to examine brand equity related to retailers. Yet, Consumer-Based Retailer Brand Equity (CB-RBE) should not be built with a transposition of usual brand equity definitions. Indeed, retailer specific attributes and the rich in-store experiences offered to consumers involve a conceptualization adapted to this particular brand. The paper refines the concept of retailer brand equity and validates a new measure that offers specific insights to academics and practitioners. Brand equity is defined as the “added value” with which a brand endows a product (Farquhar 1989) or “the enhancement in the perceived utility and desirability a brand name confers on a product” (Lassar et al. 1995). Considering that the store should be viewed as the product in the retail area (Dicke 1992), we define CB-RBE as the value the retailer brings through its stores and the combination of products, services and experiences that is delivered in these outlets. Since Ailawadi and Keller’s (2004) call for a specific measure of the retailer brand equity, several research have outlined the relevance of both store attributes (e.g., Hartman and Spiro 2005; Pappu and Quester 2006; Burt and Davies 2010) and the value of consumers’ experiences (Babin et al. 1994; Mathwick et al. 2001; Verhoef et al. 2009). Eighteen in-depth interviews were conducted with consumers to explore their shopping goals and experiences. The analysis confirms the influence of the attributes related to the products and services but also the influence of in-store interactions. More specifically, eight dimensions, or variables of the retailer’s marketing mix, emerge and serve the retailer in order to create value and build its equity. We argue that the concept of CB-RBE is a second-order construct that involves a formative measure with the aforementioned eight first-order dimensions that are reflectively measured. The statistical results confirm the relevance of a second-order model (Reflective-Formative or Type II according to Jarvis et al. 2003) with eight dimensions related to the products and services, to the store and to consumers’ experiences. Since the PLS approach allows to compute the latent variable scores, managerial tool such as the Impact-Performance Matrix Analysis (IPMA) can serve managers to better understand the equity of their brand, to work on each specific dimension in order to increase the added-value and finally to build a strong and unique brand with a high equity (Keller 1993). The analysis reveals that the in-store appeal (0.2305) and the quality (0.2185) and value of the products (0.2063) offer the greatest potential for marketing activities of retailers. In others words, it means that consumers are very demanding on these dimensions. Retailers have to offer a high performance on these dimensions in order to reap the benefits of a virtuous circle by building a strong brand equity, which, in turn, increases the loyalty and the commitment toward the retailer. This paper takes into account the limitations and research perspectives of several former research done on this topic. More precisely, the mix of experiential and functional dimensions may provide a model devoted to the retailer and a better measure of its equity (Ailawadi and Keller 2004; Hartman and Spiro 2005; Pappu and Quester 2006; Burt and Davies 2010).
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The authors report a study of the effects of price, brand, and store information on buyers' perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers' perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects' willingness to buy. The major findings are discussed and directions for future research are suggested.
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This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.
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Research on how store environment cues influence consumers' store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers' assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for additional research and explore managerial implications.
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The authors develop a conceptual framework of the marketing-finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets include customer relationships, channel relationships, and partner relationships. Market-based assets, in turn, increase shareholder value by accelerating and enhancing cash flows, lowering the volatility and vulnerability of cash flows, and increasing the residual value of cash flows. ABSTRACT FROM AUTHOR Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
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Purpose The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable qualities in any relationship, the objective of this study is to analyze the importance of brand trust in the development of brand equity. Specifically, the paper examines the relationships network in which brand trust is embedded. Design/methodology/approach A quantitative methodology was adopted. The data are based on a survey conducted in a region in the south‐eastern part of Spain, resulting in 271 surveys. Findings The findings reveal that brand trust is rooted in the result of past experience with the brand, and it is also positively associated with brand loyalty, which in turn maintains a positive relationship with brand equity. Furthermore, the results suggest that, although brand trust does not play a full mediating role as suggested by Morgan and Hunt, it contributes to a better explanation of brand equity. Originality/value These results have significant implications. The fact that brand equity is best explained when brand trust is taken into account reinforces the idea that brand equity is a relational market‐based asset. Therefore, branding literature may be enriched through the integration with the literature on the resource‐based‐view of the firm. From a practical point of view, companies must build brand trust in order to enjoy the substantial competitive and economic advantages provided by brand equity as a relational, market‐based asset.
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Assesses the evolution of retail brands within British grocery retailing over the past 25 years. Highlights key issues in defining retail brands which contribute to our understanding of their role and impact upon company strategy, and then explores how British retailers have managed the evolution of these product ranges. Identifies key factors as the changing basis and use of retail power in the distribution channel, the centralisation of management activities, and the appreciation of what constitutes retail image. Argues that British grocery retailers have successfully managed these factors to create a retail brand which is now regarded by customers as being at least equal to, if not better than, the established manufacturer brands.
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Argues that for many retailers, competitive advantage in the home market has been based upon the development of strong store and corporate images as retailers strive to develop themselves as brands in their own right. The construction of store image, comprising both tangible and intangible dimensions, compounds problems of moving into international markets – as consumers in the host environment are less familiar with the intangible dimensions of image, which have been built up over time with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in competitive positioning and the components of store image before attempting to replicate this image and positioning overseas. Explores these issues with reference to Marks & Spencer and the company’s entry into the Spanish market. A survey of customer perceptions of a range of store image attributes in the UK and Spain, reveals differences and similarities in perceptions, which must be managed if a standardised position is to be sought in the host market.
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The existing literature of brand loyalty has been essentially focused on the roles of perceived quality, brand reputation and especially satisfaction, due to the fact that they summarise consumers’ knowledge and experiences, guiding their subsequent actions. In this context, the shifting emphasis to relational marketing has devoted a lot of effort to analyse how other constructs such as trust predict future intention. The fact that there are conceptual connections of trust to the notion of satisfaction and loyalty, and thatthis effort is especially lacking in the brand-consumer relationship, moves the authors to focus on analysing the relationships existing among these concepts. Research methodology consisted of regressions and multivariable analysis with a sample of 173 buyers. The results obtained suggest the key role of brand trust as a variable that generates customers’ commitment, especially in situations of high involvement, in which its effect is stronger in comparison to overall satisfaction.
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Spector (1987) recently concluded that there is little evidence of method variance in multitrait-multimethod studies of self-reported affect and perceptions at work. In this article we propose that this conclusion was incorrect and was the result of improper analytical procedures. Spector's data were reanalyzed by using a more powerful approach: confirmatory factor analysis. Model comparisons and variance partitioning indicated that method variance is present and accounts for approximately 25% of the variance in the measures examined by Spector. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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Purpose This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products. Design/methodology/approach The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality. Findings The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research. Practical implications The development of a customer‐based brand equity model, that adds awareness, associations and loyalty to previous discussions on price and quality, brings to the table a more nuanced and multi‐faced tool for marketing of consumer packaged food. Originality/value The paper provides a framework for understanding, evaluating, measuring and managing brand equity for grocery products. As this paper presents the first conceptual brand equity framework for groceries, there is a contribution to research on food branding. Also, there is a contribution to the general field of brand equity as previous models have been very general.
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This article presents the case that inconsistencies between retail store image conceptualization and operationalization signal a critical separation between theory and measurement within the paradigm. The authors attribute the separation to the influence of two rival, middle-level information processing theories. The first, piecemeal-based processing theory, has historically dominated retail store image operationalization and measurement within the area. The authors argue, however, that the time has come for a new information processing theory-category-based information processing-to challenge piecemeal processing as the positive heuristic within the store image paradigm. The advantages of adopting category-based processing over piecemeal processing are discussed both from a positive and normative perspective. Recommendations for managers and propositions for future research are offered.
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The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
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Although retailers increasingly seek to position themselves as strong, attractive, and unique brands, little is known about differences in retail branding among different retail sectors. This study analyzes the importance of perceived retail attributes for consumer-based retail brand equity (RBE), particularly the varying roles of these attributes in important retail sectors, and the effects of RBE on intentional loyalty. The authors examine empirical data on 2112 consumer evaluations of retail firms in the grocery, fashion, electronics, and DIY sectors and apply multi-group structural equation modeling. The results indicate that the importance of retail attributes for RBE varies among the different sectors, but a strong and stable link between RBE and consumers' intentional loyalty is evident across retail sectors. The sector-specific and cross-sectoral observations in this study provide managers with specific knowledge on the main levers of RBE in different retail contexts.
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Store image has been measured frequently by means of structured scales. Some researchers exhort against the use of structured scales for the measurement of this construct and recommend the use of unstructured measures instead. They argue that structured scales are inadequate for capturing the “gestalt” associated with the perception of a store image. This research attempts, for the first time, to investigate empirically the relative efficacy of the structured scales and the unstructured measures of store image. The results reveal that the two types of measures have similar properties and that the structured scales are more correlated with a set of self-reported behavioral measures. Thus practitioners should feel more comfortable utilizing structured, semantic differential scales to assess their store image.
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This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equity scale comprised of four theoretically defined constructs and a separate multiple-item overall brand equity measure. The present research employed slightly modified items in a different context in an attempt to examine the robustness of the proposed scale. Subjects (n=272) responded to the brand equity scale for different brands and combinations of brands in a co-branding context. The results suggest that, while the Yoo and Donthu scale represents an adequate first step, further scale development is needed. Nevertheless, this scale development has brought us closer to a universally accepted measure of consumer-based brand equity.
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Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.
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The brand value chain offers a holistic, integrated approach to understanding the value created by brands. According to the model, brand value creation begins with the firm's marketing activity. This influences customers who, in turn, affect how the brand performs in the marketplace and is ultimately valued by the financial community. Three important multipliers moderate the extent of transfer between these value stages: the program quality multiplier, the marketplace conditions multiplier, and the investor sentiment multiplier.
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Purpose – The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions. Design/methodology/approach – A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city in India. A survey questionnaire was used to collect data from busy shopping malls or retail stores located in different places of Kolkata. The impact of store attributes on CBRE dimensions was explored using stepwise regression analysis. Findings – Results revealed that different sets of store attributes affect various CBRE dimensions differently. Originality/value – This paper is probably the first to explore the link between store attributes and CBRE dimensions in an Indian and department stores contexts.
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The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
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This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.
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Purpose – The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity. Design/methodology/approach – The authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in a metropolitan city, Kolkata, India. The questionnaire was used to collect data from seven department retail brands. The impact of each retailer personality dimension on each consumer‐based retailer equity dimension was explored, using structural equation modeling. Findings – The study proposed a five‐dimensional scale to measure department store personality. Results indicated that the three dimensions of store personality, namely sophistication, dependability and empathy, have significant positive impact on each consumer‐based retailer equity dimension except one (empathy→retailer loyalty). The remaining two dimensions of retailer personality, namely authenticity and vibrancy, have no impact on each consumer‐based retailer dimension. Originality/value – The paper is the first to propose a scale for measuring department store personality and to explore the link between retailer personality and consumer‐based retailer equity.
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Purpose Retailer brand communities exist between a franchisor brand and individual retailers, with retailer‐based brand equity and brand‐building activities being key drivers of their success. This paper aims to introduce retailer‐based brand equity and examine its relationship with brand‐building activities and retailer brand community. Design/methodology/approach Individual stores in a variable format franchise from the retail hardware industry were studied at annual conventions in two North American cities. Hypotheses were tested using structural equation modeling and regression. Findings Results show that retailer‐based brand equity mediates the relationship between brand‐building activities and brand community identification and demonstrates the importance of branding in retailing contexts. The franchisee's continuation as part of the retailer brand community is influenced by the retailer‐based brand equity, with increased identification leading to increased purchase and higher performance. Research limitations/implications The practical demands of the field study constrained the ability to examine other issues relevant to this research. There is also need to develop and refine further the items that measure the relationships. Practical implications Increased brand‐building activities do not automatically translate into higher commitment by franchisees, and franchisors need to increase the value of the brand. Engaging the franchisee as a member of the brand community has important outcomes for both parties. While franchisor brands benefit through increased sales, franchisees benefit through increased profit. Originality/value This is the first paper that has applied brand community principles to understand the franchisor‐franchisee relationship. The results from a field study have important implications for both brand building and franchising areas.
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This study investigated the effect of a private brand (PB) with retailer's name versus a generic brand on retailer equity and loyalty. Retailer equity was conceptualized as four dimensions: retailer awareness, retailer association, perceived quality, and retailer loyalty. Applying categorization theory, a conceptual framework was tested to investigate whether the PB with retailer's name influenced retailer equity. A survey was conducted using a college student sample. An experimental design was used to collect data which included two conditions (PB with retailer's name and generic product) and a control group. The effect of PB on retailer awareness, retailer association, and perceived quality was measured by multiple group analysis through structural equation modeling. Results confirm that PBs with retailer's name influenced three of the four dimensions of retailer equity more strongly and positively than did generics. However, the total effect of awareness, association, and perceived quality on retailer loyalty did not significantly differ between the PB and the generic PB. Finally, this study verifies the associative relationship among the four dimensions of brand equity. The contribution of the study is that it demonstrates the distinct effects on retailer equity of the PB with retailer's name versus the generic PB. In addition, this study confirmed retailer equity's four underlying constructs: retailer awareness, association, perceived quality, and loyalty.
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Previous research shows that the success of a retailer depends on strong retail brands and attractive, easily accessible store locations. However, little is known about the relative importance of retail brand equity and store accessibility for store loyalty in different local competitive contexts. To provide insight into this issue, we conduct on a cross-sectional study of 4151 interviews and objective data on 30 stores of a focal retailer and its local competitors. We find that store loyalty benefits more from a strong brand than from a conveniently accessible location and that location can benefit from a strong brand. We also find that competitor’s brand equity has an especially negative influence on store loyalty towards a focal retailer and that the strength of the effects of brand equity and location accessibility on store loyalty depends on the local competitive context.
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Several factors have been underlined to explain store brands' (SBs) purchase behavior. This research investigates jointly the effect of store image perceptions, SB price-image and perceived risk toward SBs on SB purchase intention in the context of an emerging market (Brazil). Data were collected from a consumer survey with 379 respondents randomly selected. Structural equation modeling was used to test the hypothesized relationships. Our results show that store image perceptions and SB price-image influence significantly SB purchase intention directly or indirectly via the effect of perceived risk toward SBs. These findings are discussed and their theoretical and managerial implications are provided.
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This chapter explains retail environments and spatial shopping behavior. It evaluates the state of the art and identifies future research directions. The chapter focuses on both theoretical and empirical studies involving analytical along with the modeling approaches. It presents a conceptual framework underlying most research on consumer shopping behavior. It discusses analytical studies of consumer perception and cognition, attitudes and preference structures, and choice of shopping centers. The chapter also traces the development of predictive models of store or shopping center choice. In addition, it is expected that the issue of developing dynamic models of spatial shopping behavior can receive more attention in the near future. The chapter explains all modelling approaches. The chapter also describes consumer attitudes and preference structures for retail environments.
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Building retailer equity increases revenue and profitability by insulating retailers from competitors. Store image is the basis of retailer equity, but extant literature offers little insight into the empirical research which takes store image dimensions as antecedents of retailer equity. This paper establishes a theoretical and empirical basis that shows the impact of selected store image dimensions on retailer equity. The authors propose a conceptual framework in which store image dimensions are related to three dimensions of retailer equity, i.e., retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the research hypotheses. The results indicate the positive effect of convenience, perceived price, physical facilities, employee service, and institutional factors on retailer equity dimensions as antecedents of retailer equity.
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Using a stimulus-organism-response (S–O–R) framework, this study examines the S–R relationship of consumer retail behavior. In particular, we focus on how consumer perception of the attributes of store image affects their preference for the stores. The stimuli that pertain to store attributes include merchandising, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-transaction service. Consumers’ preference is based on their post-visit ranking of the stores. Eight hypotheses were developed and tested with data collected from a survey using a random sampling approach. Results from a polychotomous regression analysis identified the following attributes as significantly influencing consumer preference: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. Applicability and implications of the findings as well as suggestions for further research are discussed.
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This study sheds insight on how consumers perceive and relate to family and non-family grocery stores. Using a critical incident approach we show that—compared to non-family businesses—consumers evaluate family businesses better in terms of service, frontline employee benevolence, and problem-solving orientation, and worse in terms of selection and price/value. Results further indicate higher consumer trust in family business management policies and practices, frontline employee trust, and satisfaction but no differences in loyalty. Examining an integrative loyalty framework, the study finally shows differential effects in how image elements influence customer loyalty directly as well as indirectly through trust and satisfaction. Implications focus on advancing customer relationship management in retailing, and on successfully positioning family-owned and -operated businesses.
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The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
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Although both product-country images (PCI) and firm assets such as brand equity have been extensively studied in separate contexts, we know very little about the combined performance effects of these two important constructs in international research. Extant research has investigated brand equity primarily from a consumer perspective, but rarely from the point of view of a retailer. Retailers represent the ultimate participants in the value chain selling the product to consumers. They have the ability to significantly influence consumers’ evaluations and purchase decisions. Based upon existing literature documenting the contributions of PCI and marketing activities on brand equity, this study extends these findings by investigating their effects on retailer-perceived brand equity (RPBE) and ultimate brand profitability performance. Results indicate that both marketing activities and PCI affect retailer-perceived brand equity with PCI also strongly and positively influencing brand profitability performance.
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Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.
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The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
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Results from three different subject samples extend earlier findings that lengthening a scale beyond some point can actually weaken its validity. A near-optimal algorithm selected the most valid aggregate of items from a common pool. Findings were then cross validated in a second sample. From this procedure emerged fairly short scales with acceptable cross validities, but only if the item pool had been prescreened for content saturation. Under these circumstances, even extremely short scales of two to four items each, which had survived double cross validation, suffered hardly any loss of cross validity. In a third sample they outperformed standard scales eight times as long. © 1997 John Wiley & Sons, Ltd.
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Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.
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This article examines the adequacy of the “rules of thumb” conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice. Using a 2‐index presentation strategy, which includes using the maximum likelihood (ML)‐based standardized root mean squared residual (SRMR) and supplementing it with either Tucker‐Lewis Index (TLI), Bollen's (1989) Fit Index (BL89), Relative Noncentrality Index (RNI), Comparative Fit Index (CFI), Gamma Hat, McDonald's Centrality Index (Mc), or root mean squared error of approximation (RMSEA), various combinations of cutoff values from selected ranges of cutoff criteria for the ML‐based SRMR and a given supplemental fit index were used to calculate rejection rates for various types of true‐population and misspecified models; that is, models with misspecified factor covariance(s) and models with misspecified factor loading(s). The results suggest that, for the ML method, a cutoff value close to .95 for TLI, BL89, CFI, RNI, and Gamma Hat; a cutoff value close to .90 for Mc; a cutoff value close to .08 for SRMR; and a cutoff value close to .06 for RMSEA are needed before we can conclude that there is a relatively good fit between the hypothesized model and the observed data. Furthermore, the 2‐index presentation strategy is required to reject reasonable proportions of various types of true‐population and misspecified models. Finally, using the proposed cutoff criteria, the ML‐based TLI, Mc, and RMSEA tend to overreject true‐population models at small sample size and thus are less preferable when sample size is small.