Article2014

Do Store Image and Price Perception Matter to Store Brand Equity?

Cristina Calvo-Porral · Jean-Pierre Lévy-Mangín

15 citations0/0 files storedJournal of Food Products Marketing

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Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in the next year due to the economic crisis, which makes up an increasingly competitive market. Previous literature suggests that price and store image are antecedents with a relevant influence on store brand equity. Our study aims to analyze if the store image and price perception matter to store brand equity. A quantitative study was carried out obtaining a total of 362 valid responses. Results show that both variables have a positive influence on store brand equity, store image being the more relevant factor. The study is of great interest for retailers who wish to increase the value proposition.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1991Structural Equations with Latent Variables.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

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