Does the Brand Equity of a Retail Store Mediate the Relationship between Store Choice and Store Loyalty?

GIS Business ◽  
2020 ◽  
Vol 14 (6) ◽  
pp. 1050-1061
Author(s):  
Sathish, ◽  
Rajendra Kumbharjuvenkar
Keyword(s):  
Brand Equity ◽  
Developing Nations ◽  
Retail Store ◽  
Consumption Patterns ◽  
Disposable Income ◽  
Retail Industry ◽  
Store Loyalty ◽  
Store Choice ◽  
Retail Organizations ◽  
The Relationship

The retail industry is changing worldwide, especially in developing nations. This retail transformation is a result of changing lifestyles, increased disposable income, growing brand consciousness and changing consumption patterns of consumers. In the process of meeting these growing expectations of consumers, there are noteworthy initiatives adopted by retail organizations. Brand equity of a retail store is seen as a major factor influencing buying decisions and repurchases intent of consumers’ world over.

Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty

2018 ◽  
Vol 46 (11/12) ◽  
pp. 1056-1076 ◽  
Author(s):  
Muhammad Junaid Shahid Hasni ◽  
Jari Salo ◽  
Hummayoun Naeem ◽  
Kashif Shafique Abbasi
Keyword(s):  
Brand Equity ◽  
Empirical Support ◽  
Retail Store ◽  
Mediating Effect ◽  
Primary Data ◽  
Retail Stores ◽  
Internal Branding ◽  
Content Type ◽  
Organizational Loyalty ◽  
The Relationship

PurposeBranding has become a permanent source of competitive advantage for any leading business. Predominantly, it is execution inside the organization for employees. The purpose of this paper is to measure the influence of internal branding (IB) on customers-based brand equity (CBBE) and the mediating effect of organizational loyalty (OL) between two retail store chains of an under developing country (e.g. Pakistan).Design/methodology/approachThis paper draws on primary data. Data were collected from frontline officers and customers of selected retail stores. Descriptive analysis, mediation analysis and independent samplet-test data analysis techniques were applied through smart PLS and SPSS.FindingsThe results of the study revealed that IB influences OL and CBBE. The outcomes showed the mediation effect of OL on the relationship between IB and CBBE partially. Furthermore, results of this papers also disclosed a difference in the levels of IB and OL in both organizations. But, there was no difference in the level of brand equity among customers of both retail stores.Practical implicationsThe retail store sector is growing at fast pace with new innovations in all dimensions of the sector. These results could help the retail industry with empirical pieces of evidence to implement IB in their organizations to make the strong relationship between store and customer through efficient and well-trained frontline officers.Originality/valueThe study’s noteworthy contribution to the industry and academic world is the empirical support for the relationship between IB and CBBE. This study has explored the IB in the service sector (i.e. the retail store) from the non-western and under developing context.

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

2019 ◽  
Vol 29 (1) ◽  
pp. 124-138 ◽  
Author(s):  
Natalia Rubio ◽  
Nieves Villaseñor ◽  
María Yagüe
Keyword(s):  
Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Private Label ◽  
Retail Industry ◽  
Store Loyalty ◽  
Brand Name ◽  
Content Type ◽  
Retail Chain ◽  
Value Propositions

Purpose The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name). Design/methodology/approach A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model. Findings The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs. Practical implications Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name. Originality/value Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two significant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.

LOW FERTILITY RATE AND CONSUMPTION BEHAVIOR OF HOUSEHOLDS IN TAIWAN

2019 ◽  
Vol 64 (01) ◽  
pp. 175-190
Author(s):  
JR-TSUNG HUANG ◽  
JIUN-NAN PAN ◽  
MING-LEI CHANG ◽  
SHIH-YI YOU
Keyword(s):  
Fertility Rate ◽  
Economic Consequences ◽  
Disposable Income ◽  
Low Fertility ◽  
County Level ◽  
Health Care Education ◽  
Total Consumption ◽  
Consumption Behavior ◽  
The Impact ◽  
The Relationship

Since the economic consequences of a low fertility rate, such as a change in consumption patterns, might affect the path of economic growth, this study investigates how the relationship between the low fertility rate and consumption behavior in Taiwan has changed over time. Using county-level panel data from 1995 to 2014 to examine the impact of the low fertility rate on the consumption behavior of households in Taiwan, the major finding of this study is that a low fertility rate will change the behavior and the composition of consumption. A low fertility rate will increase the share of the total consumption expenditure in a household’s disposable income, in particular, in relation to the consumption categories of food, health care, education, and transportation and communication, but will decrease the share of expenditure on clothing in the household’s disposable income.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

scholarly journals A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

2020 ◽  
Vol 2020 ◽  
Author(s):  
R V Rupini ◽  
R Nandagopal
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Strong Correlation ◽  
Brand Image ◽  
Sensory Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Empirical Results ◽  
The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

scholarly journals The Lagged Effect of Advertising Expenditures on the Financial Measures of Brand Equity in the Egyptian Context

2021 ◽  
Vol 04 (09) ◽  
Author(s):  
Nermin M. Gohar
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Stock Exchange ◽  
Secondary Data ◽  
Financial Reports ◽  
Financial Measures ◽  
The Impact ◽  
Corporate Brands ◽  
The Relationship ◽  
Egyptian Stock Exchange

This research intends to fill the gap in the literature by studying the impact of lagged real advertising expenditures on different perspectives of brand equity in the Egyptian context, which are: Firm-based and Market-based brand equity. The research follows the quantitative research-based approach, with the descriptive explanatory method. Secondary data was collected from firms’ financial reports of sixteen sectors for the period 2013 - 2020 to consider the effect of real advertising expenditures on firm-based and market-based brand equity models. Data was collected from 168 listed companies in the Egyptian stock exchange market, after deleting the financial institutions. The unit of analysis was the corporate brands and data collected was panel data analyzed using Eviews program – version 10, using GLS regression. Results showed that market risk significantly moderates the relationship between advertising expenditures and Firm-based and Market-based brand equity.

scholarly journals Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Noor Hasmini Abd Ghani
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Group Analysis ◽  
Psychological Ownership ◽  
Brand Knowledge ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Understanding ◽  
Conventional And Islamic Banks

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

scholarly journals Unlocking Household Electricity Consumption in Pakistan

Buildings ◽  
2021 ◽  
Vol 11 (11) ◽  
pp. 566
Author(s):  
Khuram Pervez Amber ◽  
Rizwan Ahmad ◽  
Mina Farmanbar ◽  
Muhammad Anser Bashir ◽  
Sajid Mehmood ◽  
...  
Keyword(s):  
Power Supply ◽  
Electricity Consumption ◽  
Consumption Patterns ◽  
Policy Makers ◽  
Residential Sector ◽  
Average Family Size ◽  
Research Findings ◽  
Conclusion Section ◽  
The Impact ◽  
The Relationship

In Pakistan, data for household electricity consumption are available in the form of monthly electricity bills only, and, therefore, are not helpful in establishing appliance-wise consumption. Further, it does not help in establishing the relationship among the household electricity consumption and various driving factors. This study aimed to unlock the household electricity consumption in Pakistan by analyzing electricity bills and investigating the impact of various socioeconomic, demographic, and dwelling parameters and usage of different appliances. The methodology adopted in this study was survey-based data collection of the residential sector. For this purpose, data were collected from 523 dwellings through surveys and interviews in Mirpur city. The results of the data analysis revealed that the average household electricity consumption is 2469 kWh/year with an average family size of seven and an average floor area of 78.91 m2. Based on possession of various appliances, the households were categorized into four types and their consumption patterns were established and compared. Air Conditioned (AC) houses consume 44% more electricity compared to the non-AC houses, whereas an Uninterrupted Power Supply (UPS) consumes electricity equivalent to an AC. The research findings are useful for policy makers and building designers and are discussed in the conclusion section.

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