Measuring the influence of customer-based store brand equity in the purchase intention
Cristina Calvo Porral* / Valentín-Alejandro Martínez Fernández* / Oscar Juanatey Boga* / Jean-Pierre Lévy Mangín**
Universidad de La Coruña (España)* / University of Quebec in Ottawa (Canadá)**
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
DOI: 10.5295/cdg.130408cc
Bibliographic: Calvo Porral, C., Martínez Fernández, V.A., Juanatey Boga, O. and Lévy Mangín, J.P., 2015. Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de Gestión, 15 (1), 93-118. DOI: 10.5295/cdg.130408cc
JEL Classification: M31, M30

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