IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxiy2013i1p91-103.html
   My bibliography  Save this article

Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store

Author

Listed:
  • Shahriar AZIZI

    (Shahid Beheshti University, Tehran, Iran)

  • Shahram Jamali KAPAK

    (Shahid Beheshti University, Tehran, Iran)

Abstract

In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.

Suggested Citation

  • Shahriar AZIZI & Shahram Jamali KAPAK, 2013. "Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 91-103, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:91-103
    as

    Download full text from publisher

    File URL: http://www.mnmk.ro/documents/2013-01/7-9-1-13.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    3. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    4. Kim, Kyung Hoon & Kim, Kang Sik & Kim, Dong Yul & Kim, Jong Ho & Kang, Suk Hou, 2008. "Brand equity in hospital marketing," Journal of Business Research, Elsevier, vol. 61(1), pages 75-82, January.
    5. Stokburger-Sauer, Nicola E., 2011. "The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy," Tourism Management, Elsevier, vol. 32(6), pages 1282-1289.
    6. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    7. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    8. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fayez B. Shriedeh & Noor Hasmini Abd. Ghani, 2017. "Service Quality as an Antecedent of Brand Equity: Empirical Evidence in the Medical Tourism from Jordan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 15-19.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
    2. Ingrid Moons & Patrick De Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, vol. 7(9), pages 1-18, September.
    3. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    4. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    6. Shahid Rasool & Roberto Cerchione & Piera Centobelli & Eugenio Oropallo, 2022. "Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7115-7137, May.
    7. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    8. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    9. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    10. Govind Nath Srivastava & V. Padmaja & Abhinav P. Tripathi, 2024. "Dimensions of Brand Equity: A Hybrid Approach," Business Perspectives and Research, , vol. 12(3), pages 361-381, July.
    11. Friederike Paetz, 2021. "Recommendations for Sustainable Brand Personalities: An Empirical Study," Sustainability, MDPI, vol. 13(9), pages 1-18, April.
    12. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2020. "A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention," SAGE Open, , vol. 10(4), pages 21582440209, December.
    13. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    14. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    15. Puligadda, Sanjay & VanBergen, Noah, 2023. "The influence of sound logo instruments on brand personality perceptions: An investigation of brand ruggedness and sophistication," Journal of Business Research, Elsevier, vol. 156(C).
    16. Shahid Rasool & Aisha Rehman & Roberto Cerchione & Piera Centobelli, 2021. "Evaluating consumer environmental behavior for sustainable development: A confirmatory factor analysis," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(2), pages 318-326, March.
    17. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    18. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    19. Strubel, Jessica & Petrie, Trent A., 2016. "The clothes make the man: The relation of sociocultural factors and sexual orientation to appearance and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 1-7.
    20. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.

    More about this item

    Keywords

    Brand-Customer Personality Congruency; Brand Identification; Brand Loyalty; Brand Trust; Overall Brand Equity;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:91-103. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin Barbu (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.