Search results for "Household goods"

Effects of value and innovation on brand equity in retailing

2019

This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering Holbrook's (Consumer value: a framework for analysis and research. London: Routledge, 1999) value dimensions of efficiency, excellence, entertainment and aesthetics, this study investigates the relationship between those values and brand equity as well as the moderator effect of innovation. The study was conducted on a sample of 820 individuals who purchased from various stores selling food, househo…