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What Matters To Store Brand Equity? An Approach To Spanish Large Retailing In A Downturn Context / ¿Qué Es Importante En El Valor De Las Marcas Del Distribuidor? Una Aproximación A La Gran Distribución Espa˜Nola En Un Contexto De Crisis

Author

Listed:
  • Calvo-Porral, Cristina

    () (Universidad Católica de Valencia (España))

  • Martinez-Fernández, Valentín-Alejandro

    () (Universidad Católica de Valencia (España))

  • Juanatey-Boga, Oscar

    () (Universidad Católica de Valencia (España))

  • Lévy-Mangín, Jean-Pierre

    () (Université du Québec en Outaouais (Canada))

Abstract

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant influence on store Brand Equity from the consumers’ standpoint in the current downturn context, providing an empirical research on the Spanish large retailing. We carried out an on-line questionnaire to customers of store brands residing in Spain, obtaining a total amount of 362 valid responses regarding the Spanish large retailers Mercadona, Dia, Eroski, Carrefour and El Corte Inglés. Then, the analysis was performed by Structural Equation Modeling (SEM). Results obtained suggest that store commercial image has the higher influence on both store brand perceived quality and store brand awareness, and in relation with the sources of store Brand Equity, the dimension store brand awareness shows the greater influence on the formation of store Brand Equity. This study is of great interest for large retailers who wish to increase their store brands’ value proposition to the marketplace, especially during economic downturns. / Las marcas del distribuidor suponen el 41 por ciento de la cuota de mercado em España en el año 2011, y se espera un incremento mayor en los próximos años debido a la crisis económica, lo que configura un mercado cada vez más competitivo com gran interés para la investigación. En este contexto, nuestro trabajo trata de analizar qué variables tienen una influencia relevante en el valor de las marcas del distribuidor desde el punto de vista de los consumidores en el contexto de la actual recesión económica, ofreciendo un estudio empírico para la gran distribución española. Para ello se realizó un cuestionario electrónico dirigido a los consumidores de marcas del distribuidor residentes en España, obteniendo un total de 362 respuestas válidas y considerando a los grandes distribuidores Mercadona, Dia, Eroski, Carrefour y El Corte Inglés. A continuación, se realizó un análisis empleando un Modelo de Ecuaciones Estructurales (SEM). Los resultados obtenidos sugieren que la imagen comercial de la enseña es la variable con mayor influencia sobre la calidad percibida de la marca del distribuidor, como sobre la notoriedad de la marca del distribuidor; y en relación a las fuentes del valor de las marcas del distribuidor, la dimensión notoriedad de marca muestra la mayor influencia en la formación del valor de las marcas del distribuidor. Este trabajo es de gran interés para la gran distribución que desea incrementar la proposición de valor de sus marcas en el mercado, especialmente durante períodos de recesión económica.

Suggested Citation

  • Calvo-Porral, Cristina & Martinez-Fernández, Valentín-Alejandro & Juanatey-Boga, Oscar & Lévy-Mangín, Jean-Pierre, 2013. "What Matters To Store Brand Equity? An Approach To Spanish Large Retailing In A Downturn Context / ¿Qué Es Importante En El Valor De Las Marcas Del Distribuidor? Una Aproximación A La Gran Distribució," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 19(3), pages 136-146.
  • Handle: RePEc:idi:jiedee:v:19:y:2013:i:3:p:136-146
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    References listed on IDEAS

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    More about this item

    Keywords

    Store brand; Brand Equity; Price; Store image; Retailer; Marca de distribuidor; Valor de marca; Precio; Imagen de enseña; Distribuidor;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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