Search results for "Store image"
showing 3 items of 3 documents
Retail brand equity: a model based on its dimensions and effects
2013
International audience; Brand equity has been recognized as a key variable in both the academic and professional literature. This article aims to deepen the nature of the retailer equity construct and identify the variables that contribute to its formation, proposing an integrative model based on their dimensions and effects. From an empirical perspective, a survey is carried out with 300 consumers in three retailer categories, in order to analyze the relationships of the model. Due to the formative nature of two of the constructs, the analysis is developed through the partial least squares technique. From the analysis of the results, the importance of store image, perceived store value, an…
An Integrated Retailer Image and Brand Equity Framework : Re-examining, Extending, and Restructuring Retailer Brand Equity
2017
Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative st…
El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia d…
2013
ResumenEl presente trabajo plantea como objetivo conocer cómo afecta la imagen de marca privada a la formación del valor de marca del establecimiento; en el estudio de esta relación cobra especial consideración la posible influencia del conocimiento de la marca privada como oferta propia del establecimiento. Desde una perspectiva empírica, se analizan los establecimientos Decathlon, a partir de la opinión de 300 consumidores. Los resultados obtenidos en la investigación muestran la importancia de fortalecer una imagen de marca privada positiva y favorable, como medio para la construcción de una sólida imagen de la tienda que, a su vez, también repercute en la creación del valor del establec…