Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry

Abhishek Dwivedi, Bill Merrilees, Dale Miller and Carmel Herington

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 5, 526-536

Abstract: The current study advances the emergent literature pertaining to the impacts of brand, value and relationship equities on consumer loyalty-intentions along three major fronts. First, key inter-relationships among the equities are examined; thus advancing theory. Second, procedural advancement occurs via examining the hypothesised effects after controlling for several demographic covariates. Third, the current study presents an aggregate level and a firm level analysis, providing additional insight. The chosen supermarket scenario also adds value to the study. A large national survey of supermarket consumers supports the hypotheses. Micro level analysis reveals that Woolworths does best in leveraging value-equity, Coles does best in leveraging brand-equity, while IGA does best in leveraging relationship-equity. Overall, the study makes important theoretical and managerial contributions to the literature.

Keywords: Brand-equity; Value-equity; Relationship-equity; Loyalty-intentions; Australia (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:5:p:526-536

DOI: 10.1016/j.jretconser.2012.06.009

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