The Influence of Store Brands Equity on Value Cocreation Within the Retail Environment: The Moderating Effect of the Propensity to Buy Store Brands

This study represents an integration of the research into and management of store brands (SBs) into the new and prevailing marketing logic known as service-dominant logic (S-DL). We propose a theoretical model that investigates the direct influence of SBs equity on customer-retailer co-creation in feedback generation terms measured using two aspects: (1) Complaints and Claims, and (2) Improvement Suggestions. The model is also contrasted for two consumer segments (those with a propensity to buy SBs and those with little propensity to do so) to attain the value of these types of customer to the retailer. The results obtained show differences in the proposed modelling between both groups. Although SB equity does not foster customer complaints in either of the two groups analysed, the effect SB equity has on the suggestion of improvements is significantly more pronounced among those customers with a propensity to buy SBs. Important management implications are derived from the results obtained, with the most significant of these being the importance of constructing SB equity not only to increase the monetary value that those consumers with the greatest propensity to buy SBs have for the retailers, but also the fact that by using the information provided by this customer group the retailers can better get to know their preferences and needs and consequently convert this organisational learning process into improved long-term economic and relational results.