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

Author

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  • Dwivedi, Abhishek
  • Merrilees, Bill
  • Miller, Dale
  • Herington, Carmel

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.

Suggested Citation

  • Dwivedi, Abhishek & Merrilees, Bill & Miller, Dale & Herington, Carmel, 2012. "Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 526-536.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:526-536
    DOI: 10.1016/j.jretconser.2012.06.009
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    References listed on IDEAS

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    Cited by:

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    3. Niros, Meletios & Giannakis, Damian & Niros, Angelica, 2022. "Digital marketing effects on customer repurchase intentions following the pandemic. A strategic marketing analysis of customer equity dimensions," MPRA Paper 114331, University Library of Munich, Germany.
    4. Segarra-Moliner, Jose Ramón & Moliner-Tena, Miguel Ángel, 2016. "Customer equity and CLV in Spanish telecommunication services," Journal of Business Research, Elsevier, vol. 69(10), pages 4694-4705.

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