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

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  • Calvo Porral, Cristina
  • Martínez Fernández, Valentín Alejandro
  • Juanatey Boga, Oscar
  • Lévy Mangín, Jean Pierre

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.

Suggested Citation

  • Calvo Porral, Cristina & Martínez Fernández, Valentín Alejandro & Juanatey Boga, Oscar & Lévy Mangín, Jean Pierre, 2015. "Measuring the influence of customer-based store brand equity in the purchase intention," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:15478
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    References listed on IDEAS

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    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Bao, Yongchuan & Bao, Yeqing & Sheng, Shibin, 2011. "Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation," Journal of Business Research, Elsevier, vol. 64(2), pages 220-226, February.
    3. Semeijn, J. & van Riel, A.C.R. & Ambrosini, A.B., 2003. "Consumer evaluations of store brands: effects of store image and product attributes," Research Memorandum 015, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    4. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
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    2. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    3. Irene Gil-Saura & Maja Šerić & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2017. "The causal relationship between store equity and loyalty: Testing two alternative models in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 193-208, March.
    4. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    5. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.

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