Effects of value and innovation on brand equity in retailing

Beatriz Moliner-Velázquez (), María Fuentes-Blasco () and Irene Gil-Saura ()
Additional contact information
Beatriz Moliner-Velázquez: University of Valencia
María Fuentes-Blasco: Pablo de Olavide University
Irene Gil-Saura: University of Valencia

Journal of Brand Management, 2019, vol. 26, issue 6, No 5, 658-674

Abstract: Abstract This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering Holbrook’s (Consumer value: a framework for analysis and research. London: Routledge, 1999) value dimensions of efficiency, excellence, entertainment and aesthetics, this study investigates the relationship between those values and brand equity as well as the moderator effect of innovation. The study was conducted on a sample of 820 individuals who purchased from various stores selling food, household goods, textiles and electronics. Hierarchical linear regression methodology was applied. The results indicate that value has a direct significant effect on brand equity and entertainment is the dimension with the greatest contribution. In addition, efficiency and aesthetics stimulate brand equity more when perceived innovation is high than when it is low. Given that value dimensions influence brand equity in different ways, retailers should direct their efforts according to the importance of each dimension for the consumer. The study of brand equity and innovation has traditionally focused on the product, and so the novelty of this study lies in the application of these concepts to the services context.

Keywords: Value; Innovation; Brand equity; Retailing; Ordinal logistic regression (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-019-00159-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:6:d:10.1057_s41262-019-00159-5

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-019-00159-5

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().