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Spousal Purchasing Behavior As An Influence On Brand Equity

Author

Listed:
  • Robert D. Green
  • Hui-Chu Chen

Abstract

A debate has been gaining notice between Wall Street (financial market) and Main Street (consumer market) as to what level the firm’s brand equity actually is. Married household purchasing is a large segment of the retail sector and important to brand strategy. Furthermore, a thirty-year trend has been that more husbands are not working and more wives are. This has impacted marital shopping roles and its influence on branding efforts. This is a Main Street (consumer, retail market) study of customer-based brand equity that focuses on married males and females. Using comparative (t-test) and multivariate (regression) analysis of 263 hypermarket shoppers, particular influences are significant to brand equity. Store image, price deal, distribution intensity and purchase experience are important factors to married males and females and to build household brand equity. The results have implications for branding researchers and brand managers.

Suggested Citation

  • Robert D. Green & Hui-Chu Chen, 2010. "Spousal Purchasing Behavior As An Influence On Brand Equity," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 3(2), pages 1-17.
  • Handle: RePEc:ibf:ijmmre:v:3:y:2010:i:2:p:1-17
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    Cited by:

    1. Robert D. Green & Ghensy Antoine, 2011. "Do Female Consumers Have Higher Ethical Perceptions Of Marketing?," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(1), pages 85-100.

    More about this item

    Keywords

    Branding; marketing strategy; household purchase behavior;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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