Measuring the influence of customer-based store brand equity in the purchase intention

Cristina Calvo Porral, Valentín Alejandro Martínez Fernández, Óscar Juanatey-Boga and Jean Pierre Lévy Mangín
Authors registered in the RePEc Author Service: Cristina Calvo-Porral ()

Cuadernos de Gestión, 2015

Abstract: [EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

Keywords: store brand; brand equity; purchase intention; retail; structural equation modeling; marca del distribuidor; valor de marca; intención de compra; distribución; modelo de ecuaciones estructurales (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
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