文章基本信息

标题：Measuring the influence of customer-based store brand equity in the purchase intention
本地全文：下载
作者：Cristina Calvo Porral ; Valentín-Alejandro Martínez Fernández ; Oscar Juanatey Boga 等
期刊名称：Cuadernos de Gestión
印刷版ISSN：1131-6837
电子版ISSN：1988-2157
出版年度：2015
卷号：15
期号：1
页码：93-117
语种：English
出版社：Universidad del País Vasco/Euskal Herriko Unibertsitatea
摘要：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 consu- mers 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.
关键词：Store brand; Brand Equity; purchase intention; retail; structural equation modeling.