Journal articles on the topic 'Retail brand equity'
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Sekar, P. C., Raiswa Saha, Sridhar Manohar, and J. Ramesh Kumar. "Retail brand equity: moderating role of retail price deals on retail brand association and retail brand equity relationship." International Journal of Business Innovation and Research 21, no. 2 (2020): 217. http://dx.doi.org/10.1504/ijbir.2020.10026510.
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Kumar, J. Ramesh, Raiswa Saha, Sridhar Manohar, and P. C. Sekar. "Retail brand equity: moderating role of retail price deals on retail brand association and retail brand equity relationship." International Journal of Business Innovation and Research 21, no. 2 (2020): 217. http://dx.doi.org/10.1504/ijbir.2020.104815.
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Umair, Muhammad. "Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets." Journal of Investment and Management 7, no. 3 (2018): 102. http://dx.doi.org/10.11648/j.jim.20180703.15.
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Pham, Cuong Hung. "Impact of aaker’s brand equity components on retail purchase intention." LAPLAGE EM REVISTA 7, Extra-A (April 28, 2021): 96–112. http://dx.doi.org/10.24115/s2446-622020217extra-a782p.96-112.
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Present research tried to examine the impact of Brand Equity components on Purchase intention in retail at Vietnam. In addition, the conceptual approach also suggested studying the relationship and effect of brand equity on Vietnam's retail buying intention. The research included an approximate 272 customers and their purchasing intentions were examined by various Vietnamese retail brands. Multiple regression and association analysis are used in this study to produce outcomes. Findings – Multiple regression research has shown that brand personality dimensions are powerful buying intentions predictors. Furthermore, the dimension of purchase intentions could have an immense influence on the dimensions of brand equity. The findings obtained about procurement intentions are vital as they can be used to define the areas of brand equity which seem to be the most relevant to explain customer likings.
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Manikandan, M. K. M. "Store brand and perceived risk on private label brand attitude." Journal of Indian Business Research 12, no. 1 (March 5, 2020): 133–50. http://dx.doi.org/10.1108/jibr-09-2019-0280.
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Purpose The purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products. Design/methodology/approach Retailer equity includes four variables: retailer awareness, retailer association, retailer perceived quality and retailer loyalty. The perceived risk factors include functional risk, financial risk and social risk. The attitude toward PLBs was taken as the dependent variable. The study was carried out by using a standardized questionnaire for all three constructs. The convenience sampling method was adopted to carry out data collection from customers of organized retail stores in the city of Coimbatore, in the state of Tamil Nadu, India. The relationship between the three variables was studied with structural equation modeling using IBM SPSS Amos software. Findings The study revealed that excluding the Financial Risk and the Social Risk, functional risk alone has significant influence over the PLB Attitude. The Retailer Equity variables, retailer perceived quality and retailer loyalty have positive influence on the PLB Attitude, while the other two variables do not show any influence. Retailer Awareness shows a negative influence over the social risk. Retailer Association does not show any influence on any of the three risk factors. Retailer perceived quality shows negative influence over the functional risk while retailer loyalty negatively influences social risk. Research limitations/implications The research study was carried out in cities that are populous in the Indian state of Tamil Nadu. All the respondents came from three cities in Tamil Nadu, namely, Coimbatore, Tiruppur and Madurai. Hence, extending the findings of the study to other countries where organized retail penetration is deeper may be attempted with caution. Practical implications The study will offer managers in the retail industry some understanding of the risk-relieving factors in operation when buying grocery goods. Originality/value The research paper contributes to the literature concerning the role played by retailer equity and perceived risk factors on attitudes toward PLBs.
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Rambocas, Meena, Vishnu M. Kirpalani, and Errol Simms. "Building brand equity in retail banks: the case of Trinidad and Tobago." International Journal of Bank Marketing 32, no. 4 (May 27, 2014): 300–320. http://dx.doi.org/10.1108/ijbm-11-2013-0136.
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Purpose – The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking. Design/methodology/approach – Data were collected from 315 banking customers in Trinidad and Tobago through personally administered structured questionnaires and analyzed with Structural Equation Modelling. Findings – The findings showed the mediating role of customer satisfaction in brand equity relationships. The results also showed the pivotal role of brand affinity, customer satisfaction, and service experience in explaining brand equity. Practical implications – The study provides an integrated approach to brand building. It also offers an objective framework brand owners can use to evaluate marketing investments. It also provides a clear brand differentiation strategy for bank brands. Finally, it introduces cross-cultural research in brand equity which can be a useful competitive tool for indigenous banks and foreign banks seeking market expansion strategies. Originality/value – This research is one of the few studies that analyzed brand equity in retail banking. It advanced a brand equity framework that explores the mediating role of customer satisfaction and provides a guide to uplift perceptions and stimulate customer confidence in the banking sector.
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Jara, Magali, and Gérard Cliquet. "Retail brand equity: Conceptualization and measurement." Journal of Retailing and Consumer Services 19, no. 1 (January 2012): 140–49. http://dx.doi.org/10.1016/j.jretconser.2011.11.003.
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Prasad, S. Shyam, and Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, no. 3 (December 20, 2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.
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In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.
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Apéria, Tony, and Christian Persson. "THE SUSTAINABLE BRAND EQUITY MODEL. A RETAIL STUDY MEASURING SUSTAINABLE BRAND EQUITY." Global Fashion Management Conference 2018 (July 30, 2018): 1239–43. http://dx.doi.org/10.15444/gmc2018.10.05.02.
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Szymoszowskyj, Adam, Mathieu Winand, Dimitrios Kolyperas, and Leigh Sparks. "Professional football clubs retail branding strategies." Sport, Business and Management: An International Journal 6, no. 5 (November 14, 2016): 579–98. http://dx.doi.org/10.1108/sbm-09-2016-0048.
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Purpose While some football clubs are recognised as popular brands, little is known about the way they leverage their brand in their merchandise retailing. To address this gap the purpose of this paper is to investigate retail branding strategies used by professional football clubs through brand equity and supply chain management. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution channels. Design/methodology/approach A qualitative approach was undertaken involving content analysis of 22 Scottish professional football clubs’ websites and annual reports, and semi-structured interviews with seven football clubs retail managers and four supply chain partners. Transcribed data were coded and thematically organised through an inductive process using the qualitative data analysis software NVivo 10. Findings Three types of merchandise have been identified: basic, fashion and short season. Building brand equity is considered the main motive for retailing merchandise. Some football clubs use intermediaries or outsourcers to respond to sudden consumer demands and to ensure high levels of service, whereas others have an integrated supply chain which allows for greater control. Research limitations/implications This paper contributes to the discussion on the role of retailing in football club brand equity. It suggests initiating intermediaries in the distribution channels to build brand equity thus enabling clubs to become more responsive to consumer demand. Originality/value This is the first paper to look at retail branding strategies of professional football clubs.
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Vogel, Areti T., and Kittichai Watchravesringkan. "Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference." Journal of Product & Brand Management 26, no. 5 (August 21, 2017): 516–27. http://dx.doi.org/10.1108/jpbm-07-2016-1257.
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Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so. Research limitations/implications This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered. Originality/value This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.
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Rezaei, Sajad, and Naser Valaei. "Branding in a multichannel retail environment." Information Technology & People 30, no. 4 (November 6, 2017): 853–86. http://dx.doi.org/10.1108/itp-12-2015-0308.
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Purpose The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type. Design/methodology/approach A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model. Findings The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.
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Cristini, Guido, Cristina Zerbini, and Elisa Martini. "Store Brand Equity: An Explorative Study." International Journal of Business and Management 13, no. 11 (October 12, 2018): 122. http://dx.doi.org/10.5539/ijbm.v13n11p122.
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In regards to food consumption in Italy, consumers demonstrate a growing appreciation for Store Brands in their various forms: premium, mainstream and value. While retailing literature has largely been focused on the determinants behind the Store Brand’s success, little attention has been paid to a specific model able to describe and explain the main factors behind the creation of retail brand equity. Drawing on the literature that has analyzed the success of the Store Brand, this paper aims to assess the Italian consumer’s perception of the Store Brand. It is particularly interesting to study the consumers’ comparative evaluations between the two types of Store Brand segments: mainstream and premium. The variables which characterize a Store Brand’s Identity and those which enable it to offer a credible alternative to the leading industrial brands will be the focus of the study. They include: price advantage, perceived quality, level of innovation, ethics and sustainability. Data were collected from a quantitative survey based on a structured questionnaire. The final sample group was made up of approximately 600 Store Brand consumers loyal to the same retailer. Looking at the two Store Brand segments analyzed, results demonstrate that the consumers’ opinions differ in regards to price advantage, while they remain relatively uniform in regards to the other factors. These results lead to important managerial implications as they highlight how important it is to qualify a Store Brand’s distinctive factors, implement communication policies and to understand the final consumers’ expectations in order to increase its overall value.
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Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (August 30, 2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
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The focus of this research was to measure consumer-based brand equity (CBBE) of India’s top online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was taken. Data was collected through a structured questionnaire. CBBE was measured by calculating mean scores of overall brand equity and its factors. The factors were brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors. Keywords: Brand Loyalty, CBBE, Perceived Quality, Brand Awareness, Brand Association, Attitude, Purchasing Intention.
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Jara, Magali. "Retail Brand Equity: Measurements through Brand Policy and Store Formats." American Journal of Industrial and Business Management 08, no. 03 (2018): 579–96. http://dx.doi.org/10.4236/ajibm.2018.83038.
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Sandhe, Ashutosh Anil. "A descriptive study of brand equity of india's popular online shopping sites." Independent Journal of Management & Production 11, no. 2 (April 1, 2020): 324. http://dx.doi.org/10.14807/ijmp.v11i2.1066.
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The focus of this research was to measure consumer-based brand equity (CBBE) of India’s most popular online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was examined. CBBE was measured by calculating mean scores of overall brand equity and its factors like brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors.
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Kruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (December 31, 2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.
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Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.
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Sharma, Rajesh. "Understanding the Role of Store Image in Influencing Customer-based Brand Equity and Its Dimensions in Indian Sportswear Industry." Management and Labour Studies 42, no. 3 (August 2017): 167–89. http://dx.doi.org/10.1177/0258042x17721003.
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Brand equity has been often referred to as the increase in brand value by virtue of its name. Researchers have argued since long that the ultimate criterion of success in brand management is understanding brand equity’s contribution towards long-term sales as well as long-term profits. Store image plays a crucial role in building brand equity for sportswear retailers in a highly competitive and dynamic Indian market, for gaining substantial market share. Consumers use store image as an evaluative criterion for decision-making concerning retail outlet selection. This research intends to understand empirically as to how store image can help in building brand equity in Indian sportswear market by using international brands as product stimuli. Data were collected through mall intercept survey in Indian capital and five north Indian cities. The regression analysis on data of 262 valid responses was used for testing the hypotheses. The findings indicate a positive and significant effect of store image but with different levels of intensity on all brand equity dimensions in Indian market, thus showing store image as a critical antecedent of brand equity. The study also developed a reliable measure of customer-based brand equity and store image by incorporating brand personality measures for measurement of brand associations.
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Çifci, Sertaç, Yuksel Ekinci, Georgina Whyatt, Arnold Japutra, Sebastian Molinillo, and Haytham Siala. "A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands." Journal of Business Research 69, no. 9 (September 2016): 3740–47. http://dx.doi.org/10.1016/j.jbusres.2015.12.066.
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Marín-García, Antonio, Irene Gil-Saura, and M. Eugenia Ruíz-Molina. "How do innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing." Journal of Product & Brand Management 29, no. 5 (November 22, 2019): 601–15. http://dx.doi.org/10.1108/jpbm-12-2018-2173.
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Purpose In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found regarding the links between the variables traditionally related to brand equity (store awareness, store image, store perceived quality and store loyalty) and innovation, sustainability and the global retail equity, this study aims to examine these links in depth. Design/methodology/approach For a sample of 510 customers of grocery retail establishments and with the help of a structured questionnaire, the relationships between the variables defined in this research were examined using a structural equations model. Findings The authors find evidence in favor of the positive influence of innovation and sustainability on the variables related to brand equity. Likewise, store loyalty to the establishment, influenced by store image and perceived quality, emerges as a key variable in the construction of global brand equity. Research limitations/implications This study shows that innovation and sustainability have a significant impact on the variables traditionally linked with brand equity. Practical implications This research shows that new business models should be created through more innovative and sustainable businesses. In this sense, the managers of retail stores should direct their efforts toward actions aimed at implementing innovation, as well as provide evidence of the sustainability of the store’s activities, with the purpose of improving the perception that consumers have of the store. Originality/value The results of this research support the role of store loyalty as key element of brand equity. Also, to the best of authors’ knowledge, this is the first study that addresses the relationship that innovation and sustainability have with the variables linked to store equity.
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Swoboda, Bernhard, Bettina Berg, and Dan-Cristian Dabija. "International transfer and perception of retail formats." International Marketing Review 31, no. 2 (April 8, 2014): 155–80. http://dx.doi.org/10.1108/imr-11-2012-0190.
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Purpose – The purpose of this paper is to emphasize the important but neglected role of retail formats in the transfer and positioning decisions of international retailers. The paper examines the role of core and country-specific attributes of particular formats in determining retailers’ local positioning in inter-format competition. Design/methodology/approach – Focussing on three distinguished grocery formats (i.e. discounters, supermarkets, and hypermarkets) and using multiple-group structural equation models, the authors conducted consumer surveys in Germany and Romania to evaluate consumer perceptions of the core attributes of those formats and their influence on retail brand equity and consumer loyalty. Findings – Although consumer perceptions of core attributes differ between formats in Germany and Romania, most of the core attributes of the formats affect retail brands with equal strength in both markets. Retail brand equity determines loyalty to all formats in both countries. Research limitations/implications – Retailers transferring their formats to foreign countries should place particular emphasis on managing the core attributes of a specific format, as these attributes are of paramount importance in establishing a strong brand. Additional country-specific attributes are also relevant to varying extents, depending on the particular format that is used. Assessing causal relationships extends retailer knowledge of the role of format attributes. Originality/value – This study proposes a format-specific approach that is novel to international retailing research. The country comparison strengthens the study's implications, considers both a developed and an emerging economy, and accounts for the preference of Western European retailers to expand into Eastern European countries. The paper concludes that format transfer and positioning decisions occur within the boundaries of core format attributes.
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Tú, Vũ Minh. "CUSTOMER-BASED BRAND EQUITY OF RETAIL BANKS IN VIETNAM." Tạp chí Khoa học Đại học Đà Lạt 9, no. 1 (March 29, 2019): 88. http://dx.doi.org/10.37569/dalatuniversity.9.1.472(2019).
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Việc phát triển vốn thương hiệu trên nền tảng khách hàng (Customer-based brand equity - CBBE) với các ngân hàng bán lẻ ở Việt Nam vẫn chưa rõ ràng và chủ đề này chưa được nghiên cứu đầy đủ vì Việt Nam là một quốc gia đang phát triển. Để thực hiện nghiên cứu về CBBE ở Việt Nam, bài nghiên cứu này thực hiện khảo sát 157 đối tượng là khách hàng của một hoặc nhiều ngân hàng. Dựa trên phương pháp phân tích cấu trúc tuyến tính và kỹ thuật phân tích nhân tố khám phá, các phát hiện cho thấy có mối quan hệ giữa sự hài lòng, chất lượng và tính độc đáo của thương hiệu, nghĩa là chất lượng cảm nhận tăng sẽ dẫn đến sự hài lòng về thương hiệu tăng. Tương tự, tính độc đáo của thương hiệu tăng cũng dẫn đến tăng sự hài lòng. Sự hài lòng về thương hiệu làm tăng sự trung thành với thương hiệu. Nghiên cứu này cũng cho thấy chất lượng cảm nhận và sự độc đáo của thương hiệu phải hình thành trước sự hài lòng để làm tăng sự trung thành với thương hiệu. Hơn nữa, tác động trực tiếp của chất lượng cảm nhận và sự độc đáo của thương hiệu đối với sự trung thành của thương hiệu thấp hơn tác động gián tiếp thông qua sự hài lòng về thương hiệu.
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박진용, 김경득, 신승만, and 채단비. "The Effects of Brand Equity on Retail Business Expansion." Journal of International Trade & Commerce 10, no. 6 (December 2014): 655–79. http://dx.doi.org/10.16980/jitc.10.6.201412.655.
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Keller, Kevin Lane. "Brand Equity Management in a Multichannel, Multimedia Retail Environment." Journal of Interactive Marketing 24, no. 2 (May 2010): 58–70. http://dx.doi.org/10.1016/j.intmar.2010.03.001.
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Sathish, and Rajendra Kumbharjuvenkar. "Does the Brand Equity of a Retail Store Mediate the Relationship between Store Choice and Store Loyalty?" GIS Business 14, no. 6 (January 17, 2020): 1050–61. http://dx.doi.org/10.26643/gis.v14i6.16855.
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The retail industry is changing worldwide, especially in developing nations. This retail transformation is a result of changing lifestyles, increased disposable income, growing brand consciousness and changing consumption patterns of consumers. In the process of meeting these growing expectations of consumers, there are noteworthy initiatives adopted by retail organizations. Brand equity of a retail store is seen as a major factor influencing buying decisions and repurchases intent of consumers’ world over.
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Colicev, Anatoli, Ashwin Malshe, and Koen Pauwels. "Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry." Administrative Sciences 8, no. 3 (September 19, 2018): 55. http://dx.doi.org/10.3390/admsci8030055.
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As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.
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Ahmed, Afzal, Suman Talreja, and Hina Naz. "Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank." ETIKONOMI 17, no. 2 (August 11, 2018): 253–64. http://dx.doi.org/10.15408/etk.v17i2.6728.
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Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector of Pakistan. 384 active HBC account holders taken as the sample and data collected through a comprehensive questionnaire. Correlation and regression analysis were conducted to test the factors of attractiveness, expertise, trustworthiness, and popularity on Brand credibility and further its effect on Brand equity. The results suggest that in banking sector firm Expertise of endorser is the most significant factor followed by trustworthiness and popularity that influence brand credibility and attractiveness does not have any impact on brand credibility. The study provides an understanding of brand building strategy, and it also highlights a clear brand differentiation strategy for bank brands.DOI: 10.15408/etk.v17i2.6728
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Marín-García, Antonio, Irene Gil-Saura, María Eugenia Ruiz-Molina, and Gloria Berenguer-Contrí. "Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing." Sustainability 13, no. 2 (January 19, 2021): 1010. http://dx.doi.org/10.3390/su13021010.
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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.
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Kamath, Pallavi R., Yogesh P. Pai, and Nandan K. P. Prabhu. "Building customer loyalty in retail banking: a serial-mediation approach." International Journal of Bank Marketing 38, no. 2 (October 3, 2019): 456–84. http://dx.doi.org/10.1108/ijbm-01-2019-0034.
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Purpose The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail banking industry. Design/methodology/approach A total of 500 responses of retail banking customers were used to test the model using the partial least squares structural equation modeling approach. Advanced statistical techniques, such as importance-performance map analysis and a joint application of FIMIX-PLS and PLS-POS, were used to gain new insights. Findings The study highlighted that the relationship between customer experience and loyalty is serially mediated by brand equity and customer satisfaction. Age, gender and education were found to be significant moderators in the customer experience–loyalty relationship. Age and gender were found to be significant moderators in the brand equity–loyalty relationship. Practical implications The study strongly suggests that practitioners not only focus on delivering exceptional customer experiences but also on providing leverage brand equity and satisfaction to build customer loyalty. Practitioners should focus on training their front-line employees to improve the quality of their behavior and relations with customers and thereby build customer loyalty. Originality/value To the authors’ knowledge, this is the first study to explore the mediating role of several variables sequentially and the moderating role of customer demographics in the customer experience–customer loyalty relationship.
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Krussell, Jehuda Ghrahito Hutomo, and Eristia Lidia Paramita. "KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART." Benefit: Jurnal Manajemen dan Bisnis 1, no. 1 (August 22, 2016): 27. http://dx.doi.org/10.23917/benefit.v1i1.2363.
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In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity
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Efanny, Wita, Jony Haryanto, Muhammad Kashif, and Hanif Adinugroho Widyanto. "The relationship between marketing mix and retailer-perceived brand equity." IMP Journal 12, no. 1 (March 12, 2018): 192–208. http://dx.doi.org/10.1108/imp-12-2016-0019.
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Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.
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Dwivedi, Abhishek, and Bill Merrilees. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity." Australasian Marketing Journal (AMJ) 21, no. 2 (May 2013): 75–84. http://dx.doi.org/10.1016/j.ausmj.2013.02.001.
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Rubio, Natalia, Nieves Villaseñor, and María Yagüe. "The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty." Journal of Product & Brand Management 29, no. 1 (August 12, 2019): 124–38. http://dx.doi.org/10.1108/jpbm-09-2018-2017.
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Purpose The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name). Design/methodology/approach A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model. Findings The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs. Practical implications Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name. Originality/value Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two significant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.
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Anselmsson, Johan, Niklas Bondesson, and Frans Melin. "Customer-based brand equity and human resource management image." European Journal of Marketing 50, no. 7/8 (July 11, 2016): 1185–208. http://dx.doi.org/10.1108/ejm-02-2015-0094.
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Purpose The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. Design/methodology/approach The study is based on a survey of Swedish customers in two different retail categories: groceries and home decoration. Findings The results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/value This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.
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Butt, Muhammad Mohsin, Yingchen Yu, Amrul Asraf Mohd-Any, Dilip S. Mutum, Hiram Ting, and Khong Kok Wei. "Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model." Asian Academy of Management Journal 23, no. 2 (2018): 69–99. http://dx.doi.org/10.21315/aamj2018.23.2.4.
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Swoboda, Bernhard, Julia Weindel, and Frank Hälsig. "Predictors and effects of retail brand equity – A cross-sectoral analysis." Journal of Retailing and Consumer Services 31 (July 2016): 265–76. http://dx.doi.org/10.1016/j.jretconser.2016.04.007.
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Marinova, Svetla, Jinhuan Cui, Eric Shiu, and Marin Marinov. "Impact of Customer Relationship on Brand Equity in Chinese Retail Banking." Journal of Euromarketing 21, no. 1 (March 1, 2012): 37–52. http://dx.doi.org/10.9768/0021.01.037.
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Gil-Saura, Irene, María Eugenia Ruiz-Molina, Geraldine Michel, and Amparo Corraliza-Zapata. "Retail brand equity: a model based on its dimensions and effects." International Review of Retail, Distribution and Consumer Research 23, no. 2 (May 2013): 111–36. http://dx.doi.org/10.1080/09593969.2012.746716.
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PHAM, Hung Cuong. "Factors Determining Brand Equity for Retail Stores: A Market Segmentation Approach." Journal of Asian Finance, Economics and Business 7, no. 10 (October 31, 2020): 843–54. http://dx.doi.org/10.13106/jafeb.2020.vol7.no10.843.
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MARTINELLI, ELISA, and FRANCESCA DE CANIO. "Country image dimensions and retail brand equity. A multi-cue analysis." Sinergie Italian Journal of Management 39, no. 2 (August 31, 2021): 17–36. http://dx.doi.org/10.7433/s115.2021.02.
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Giovannini, Renato, Marcello Sansone, Bruno Marsigalia, and Annarita Colamatteo. "Governance of private label as a strategic asset: developing a brand valuation model." Journal of Governance and Regulation 6, no. 4 (2017): 17–29. http://dx.doi.org/10.22495/jgr_v6_i4_p2.
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This paper aims at identifying which factors should be considered in the building of an economic evaluation model for the private label brand. In fact, some specific characteristics of private label, with respect to industrial brand, make unusable the consolidated models available. The results of the paper are the definition of some specific factors of private label, the assumptions about how these features impact on the traditional economic evaluation models and how these could be included in a model. Because of the complexity of the topic, the hypothesis is to build a model of synthesis, made of two parts: one part for a Financial-Based evaluation of Brand Equity, with the addition of some specific factors and indicators to the traditional formulas, while the other part is for a Consumer-based evaluation of Brand Equity, thanks to an index that summarizes the strength of private label brands from the consumer perspective. The private label economic evaluation has some relevant managerial implications on the retail system, on the vertical supply chain relationships and on the understanding of the strategic nature of this asset.
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Kananukul, Chawanuan, Sojin Jung, and Kittichai Watchravesringkan. "Building customer equity through trust in social networking sites." Journal of Research in Interactive Marketing 9, no. 2 (June 8, 2015): 148–66. http://dx.doi.org/10.1108/jrim-03-2014-0019.
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Purpose – This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand communities in Thailand. Using a structural equation modeling (SEM) technique, a proposed model was successfully established. Importantly, this research delineates the mediating role of the relationship between the perceived benefits of SNSs and brand trust, as well as emphasizes the importance of trust in generating customer equity. In addition to its theoretical contribution, this study also provides practical implications for brand managers to develop customer equity through their brand pages on SNSs. Limitations and directions for future research are discussed. Design/methodology/approach – The online surveys were administered to Thai consumers. An email invitation with an embedded link was sent by the researchers asking receivers to participate or forward the survey to others who were interested in participating in the study. As the purpose of this study is to investigate interrelationships among SNSs benefit, trust and customer equity in fast fashion retail domains, only responses from those who were current SNS users and had visited fast fashion SNS brand communities in the past three months were considered for analysis. A total of 227 participants completed the survey; however, eight of those responses were incomplete. Thus, 207 usable responses were analyzed by using SEM. Findings – Thai SNS users who believe they receive practical and social benefits from engaging in SNSs were likely to trust the sites instead of directly forming trust toward the brand. However, perceived entertainment benefits did not influence trust in SNS. This study found that brand trustworthiness is not directly predicted by practical benefit from SNSs. Instead, brand trustworthiness is formed through consumers’ trust toward SNSs. Brand trust induces a high degree of brand loyalty for fast fashion brands, and those individuals with higher brand loyalty were likely to purchase the brand’s products more frequently as well as in a higher volume. Research limitations/implications – Although the research included general fashion SNSs brand communities users, the samples are not fully representative. Particularly, the majority of respondents of this study could be college students; as such, this may have influenced the results. Thus, to enhance generalizability of the findings, the model should be examined using non-student samples. In addition, a greater number of samples will better reflect the actual demographic profile of SNS users. Second, although the study results generally support the proposed model, the results are necessarily limited to the study’s context, which is Thailand. Likewise, the study needs to be replicated with consumers in other countries, particularly in countries with the fastest increase of SNS users such as India, Indonesia, Mexico, China and Brazil. Practical implications – The results provide practical implications to apparel brands for establishing customer equity through their brand pages on SNSs. As discussed, consumer trust toward the SNSs is favorably strengthened by SNSs benefits (i.e., practical and social). Consumer trust in SNSs can impact how they perceive the brands and their purchase behaviors. This study encourages companies to strengthen consumers’ trust in SNSs by enhancing perceived practical and social benefits. In addition, companies need to closely monitor information/conversations about the product/brand being presented on their SNS brand community because the quality of information and conversation available in the SNS can affect consumer trust in that SNS. Originality/value – This study contributes to the existing literature in the area of social media, trust, brand loyalty and customer equity in the context of the apparel industry. Importantly, this study uncovered the mediating role of trust in SNSs in a practical benefit-brand trust relationship, indicating that brand trustworthiness is not directly predicted by practical benefit from SNSs, but is formed through consumers’ trust toward SNSs. Brand trust induces a high degree of brand loyalty for fast fashion brands, which in turn, led to customer equity relative to number of purchases and purchase volume.
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Zarantonello, Lia, Silvia Grappi, Marcello Formisano, and Josko Brakus. "How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries." International Marketing Review 37, no. 2 (April 14, 2020): 345–75. http://dx.doi.org/10.1108/imr-05-2018-0176.
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PurposeThe purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).Design/methodology/approachThis paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.FindingsIn developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.Research limitations/implicationsThis paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate to market share for different brand types (global and local) in different country groups (developed and emerging). Limitations arise from constraints related to existing datasets (e.g. limited number of variables and type of product categories considered).Practical implicationsThis paper offers insights to managers working in multinational FMCG companies, as it suggests which CBBE components relate more strongly to the global or local brands' market shares in different countries.Originality/valueThis paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset and showing correspondence with conceptualizations and measures of brand equity from the academic literature. It also considers a large set of 29 countries, extending research beyond national boundaries.
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Dave, Kartik, and Garima Dhamija. "Miraaya: the trendy women's wear brand." Emerald Emerging Markets Case Studies 4, no. 3 (July 29, 2014): 1–12. http://dx.doi.org/10.1108/eemcs-08-2013-0164.
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Subject area Brand management, marketing management and retail. Study level/applicability This case is applicable to postgraduate business management students. Case overview Mr Rajesh Jain promoted Miraaya chain of stores in the year 2010. Currently, Miraaya is a fast-evolving retail chain selling women's wear, and this case describes Miraaya's journey since its inception and its attempt to build a brand with limited resources and to carve a place for itself amidst growing competition and fast-growing customer awareness. Though Rajesh almost singlehandedly led the brand, the organization has professionals in each function and there has been process orientation – both for front-end functions as well as back-end functions, right from the beginning. In the second year of operation, the revenue grew very rapidly, but in the third year, when faced with the challenge of stagnant revenue, the organization could still increase the profitability. With a focus on product innovation, he and his team have been able to retain the customers' interest, which is at a premium with widespread competition from both organized and unorganized women's apparel retailers. With innovations like salwars in knitted fabric and cropped trousers with elastic waistband, Miraaya remained ahead of the pack. To keep the costs low, Rajesh and his team worked constantly on expanding via franchising and shop-in-shop formats as well as on online sales, thus also increasing the brand awareness. Students might come to the class with an understanding that brand building is done mainly through active communication in the media, while this case would create an opportunity for the students to appreciate that word-of-mouth, online media and building customer relationships via product innovation can be very exciting, affordable and successful media. Expected learning outcomes With the help of this case, students would learn about customer-based brand equity model and its factors. The case would also help to understand the challenges of brand building in retail in a country like India. It also defines the latest buying behaviour of Indian women and their aspirations. Social implications The case illustrates the challenges and opportunities for a retail entrepreneur in an Indian environment. The case is a nice piece of work to showcase how a new retailer should build the brand in a highly competitive market. This case can be a source of inspiration among budding entrepreneurs. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Baek, Eunsoo, Ho Jung Choo, Xiaoyong Wei, and So-Yeon Yoon. "Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?" International Journal of Retail & Distribution Management 48, no. 7 (May 19, 2020): 649–66. http://dx.doi.org/10.1108/ijrdm-09-2019-0294.
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PurposeAs consumers spend more time shopping online, traditional retailers are facing a decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a virtual tour of a store could affect brand equity and promote store visit intentions, based on a well-established brand experience account.Design/methodology/approachThe virtual tour stimuli were created using 360-degree photos of real stores. Participants explored the store virtually and then completed an online survey. With 240 responses drawn from the general population in the US, structural equation modelling (SEM) was used.FindingsResults showed that store brand experiences significantly affected consumers and the four brand experience dimensions exerted differentiated effects. Sensory and behavioural experiences directly increased intentions to visit the store, whereas intellectual and emotional experiences promoted visit intentions via enhanced brand equity.Originality/valueThis is the first retail study investigating a virtual tour through the lens of brand experience. It is also one of a handful that examined the distinctive effects of the four brand experience dimensions, which deserve scholars’ attention and further inquiry. The virtual tour can be a powerful branding tool in the online-dominant retailing era. Retailers can employ a virtual tour not only to increase brand equity but also to cultivate consumers’ intentions to visit their stores. Furthermore, the use of 360-degree interactive media to evoke the virtual experience of a store renders higher generalizability and extendibility in future research and practice.
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Garanti, Zanete, and Philip Siaw Kissi. "The effects of social media brand personality on brand loyalty in the Latvian banking industry." International Journal of Bank Marketing 37, no. 6 (September 2, 2019): 1480–503. http://dx.doi.org/10.1108/ijbm-09-2018-0257.
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Purpose The purpose of this paper is to draw upon social information processing theory and its purpose is twofold. First, it aims to examine the relationship among five brand personality traits (responsibility, activity, simplicity, emotionality and aggressiveness) as to brand equity created on social media in the banking industry of Latvia. Second, it aims to unveil the indirect effects of brand personality on brand loyalty, treating brand equity as a mediating variable. Design/methodology/approach A questionnaire was designed and a survey method was employed in line with the above-mentioned purposes. Data were collected from 404 customers who followed retail banks on social media. A series of hypotheses were developed and tested using structural equation modeling. Findings The results show that aggressiveness, followed by responsibility and activeness, form positive brand equity on social media. In contrast, emotionality and simplicity do not contribute to the brand equity of banks on social media. The results also reveal that brand equity positively impacts brand loyalty and partially mediates brand personality and brand loyalty relationship. The theoretical model is thus validated and can be used in future research. Research limitations/implications The current study is cross-sectional and has a limited sample size and representativeness. Nevertheless, the results of the present study bring valuable implications for marketing managers who value the role of social media in creating long-term company–customer relationships. Originality/value Over the past 20 years, the literature has been dominated by studies that mainly focus on the definition of brand personality and its traits. Unlike the aforementioned efforts, the current study brings new insight into the subject by focusing on brand personality created on social media and linking it to the actual consumer outcomes and exploring the mediating role of brand equity in the banking industry of Latvia.
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Hasni, Muhammad Junaid Shahid, Jari Salo, Hummayoun Naeem, and Kashif Shafique Abbasi. "Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty." International Journal of Retail & Distribution Management 46, no. 11/12 (December 10, 2018): 1056–76. http://dx.doi.org/10.1108/ijrdm-07-2017-0148.
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PurposeBranding has become a permanent source of competitive advantage for any leading business. Predominantly, it is execution inside the organization for employees. The purpose of this paper is to measure the influence of internal branding (IB) on customers-based brand equity (CBBE) and the mediating effect of organizational loyalty (OL) between two retail store chains of an under developing country (e.g. Pakistan).Design/methodology/approachThis paper draws on primary data. Data were collected from frontline officers and customers of selected retail stores. Descriptive analysis, mediation analysis and independent samplet-test data analysis techniques were applied through smart PLS and SPSS.FindingsThe results of the study revealed that IB influences OL and CBBE. The outcomes showed the mediation effect of OL on the relationship between IB and CBBE partially. Furthermore, results of this papers also disclosed a difference in the levels of IB and OL in both organizations. But, there was no difference in the level of brand equity among customers of both retail stores.Practical implicationsThe retail store sector is growing at fast pace with new innovations in all dimensions of the sector. These results could help the retail industry with empirical pieces of evidence to implement IB in their organizations to make the strong relationship between store and customer through efficient and well-trained frontline officers.Originality/valueThe study’s noteworthy contribution to the industry and academic world is the empirical support for the relationship between IB and CBBE. This study has explored the IB in the service sector (i.e. the retail store) from the non-western and under developing context.
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Gil-Saura, Irene, M. Eugenia Ruiz Molina, and Gloria Berenguer-Contri. "Store equity and behavioral intentions: the moderating role of the retailer’s technology." Journal of Product & Brand Management 25, no. 7 (November 21, 2016): 642–50. http://dx.doi.org/10.1108/jpbm-11-2015-1035.
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Purpose In the current competitive environment in which retailers operate, store equity is seen as a key differentiating factor. In view of the scarce research on the dimensionality and correlates of brand equity related to the retailer, this paper aims to analyze the relationship between store equity and behavioral intentions and the influence of information and communication technology on this relation. Design/methodology/approach From a sample of 820 customers of store chains, a multigroup structural equation model is estimated considering the level of technological development of the retailer as a moderating variable. Findings The authors find evidence in favor of the positive influence of store equity on consumer behavioral intentions toward the retailer and the role of technology as a moderator in this relationship. Research limitations/implications This paper provides evidence about the multidimensionality of store equity and its positive influence on behavioral intentions towards the retailer. Furthermore, the authors find support for the notion that information and communication technology (ICT) solutions implemented by the retailer contributes to reinforce the positive impact of store equity on behavioral intentions. Practical implications Technology may be used to differentiate the retail chain from competitors. The retailer should concentrate its investments in ICT solutions that contribute to enhance the customer experience in the store. Originality/value Research on the brand equity concept in the context of retailing is still scarce. The results of this research provide support to the role of loyalty, service quality, product quality and perceived value as the dimensions of store equity. In addition to this, to the best of authors’ knowledge, this is the first paper that addresses the role of technology in the relationship between store equity and behavioral intentions.
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Ivanauskienė, Neringa, and Viltė Auruškevičienė. "The impact of value equity and brand equity on loyalty : an empirical investigation in retail banking." Management of Organizations: Systematic Research 65, no. 65 (2013): 21–31. http://dx.doi.org/10.7220/mosr.1392.1142.2013.65.2.
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Siringoringo, Hotniar, and Neltje F. Katuuk. "INTERRELATIONSHIPS AMONG RETAIL CUSTOMER-BASED BRAND-EQUITY DIMENSIONS: A STUDY FROM INDONESIA." International Journal of Business Excellence 1, no. 1 (2020): 1. http://dx.doi.org/10.1504/ijbex.2020.10025380.
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