IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00413604.html
   My bibliography  Save this paper

« Retail Brand Equity: A PLS Approach

Author

Listed:
  • Magali Jara

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

In large retail stores, France is characterized by market saturation and even a decline of several retail concepts such as variety stores, or even supermarkets and hypermarkets (Cliquet, 2000). This situation leads to a fierce competition and raises questions which affect marketing strategies of French retail companies. Given the legal context, the French retailers can increase sales through retail brands which appear to be henceforth among the most effective marketing tools. Indeed, product innovation, sophisticated packaging and retail brands - from generic products to premium retail brands (Kumar and Steenkamp, 2007) - could create consumer value. There are thus today real retail branding strategies consisting in creating consumer value leading to the idea of retail brand equity.This paper focuses on retail brand equity to understand where this retail brand value stems from and how to measure it in the French retail context. Adapting the brand equity literature to the retail brand opens large perspectives in the way of considering this type of brands helping managers to examine the importance of components in the shaping of their brand value and finally to develop better strategic and tactical decisions concerning retail brand positioning.Keller's contributions (Keller, 1993), qualitative methodology and confirmatory analysis are used to first conceptualise and measure a model of retail brand equity. All measures of the model built here are validated. The model is validated through a Path-PLS modelling process. This methodological choice is recommended when formative and reflective variables are integrated in the model (Jarvis et al., 2003). A replication is made to confirm the model validity.Retail brand equity is composed of two components: awareness, and retail brand image (which is measured by perceived quality, price image, personality, brand name and store service). All of these components influence positively and significantly the retail brand purchase (except the store service which influence negatively the retail brand purchase). Retail brand awareness and perceived quality are the two main components which determine the retail brand purchase. Results show also that the retail brand image is a partial mediator on the relation between retail brand awareness and its purchase. This research reveals finally that the retail brand equity can be moderated by the product category and the retail brand strategy. The retail brand equity is higher on basic products than on symbolic ones. The strategy of service brand applied to retail brands seems to be more favorable than classical private label strategy.

Suggested Citation

  • Magali Jara, 2009. "« Retail Brand Equity: A PLS Approach," Post-Print halshs-00413604, HAL.
    • Handle: RePEc:hal:journl:halshs-00413604
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00413604
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00413604/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sanjay K. Dhar & Stephen J. Hoch, 1997. "Why Store Brand Penetration Varies by Retailer," Marketing Science, INFORMS, vol. 16(3), pages 208-227.
    2. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    3. Bastien, Philippe & Vinzi, Vincenzo Esposito & Tenenhaus, Michel, 2005. "PLS generalised linear regression," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 17-46, January.
    4. A. Jolibert & P. Jourdan, 2005. "Marketing Research," Post-Print halshs-00095262, HAL.
    5. de Chernatony, Leslie & Dall'Olmo Riley, Francesca, 1999. "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research, Elsevier, vol. 46(2), pages 181-192, October.
    6. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    7. Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
    8. Hildebrandt, Lutz & Temme, Dirk, 2006. "Formative measurement models in covariance structure analysis: Specification and identification," SFB 649 Discussion Papers 2006-083, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    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. Londoño, Juan Carlos & Elms, Jonathan & Davies, Keri, 2016. "Conceptualising and measuring consumer-based brand–retailer–channel equity," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 70-81.

    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. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    2. Fakhraddin Maroofi & Mohammad Nazaripour & Shahoo Maaznezhad, 2012. "Investigating the Service Brand, Customers Value and its Perspective," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(4), pages 102-118, October.
    3. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    5. G Baltas & C Saridakis, 2010. "Measuring brand equity in the car market: a hedonic price analysis," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(2), pages 284-293, February.
    6. Relling, Marleen & Schnittka, Oliver & Ringle, Christian M. & Sattler, Henrik & Johnen, Marius, 2016. "Community Members' Perception of Brand Community Character: Construction and Validation of a New Scale," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 107-120.
    7. Nabil Ghantous, 2015. "Re-examining encounter intensity's conceptualisation, measurement and role," The Service Industries Journal, Taylor & Francis Journals, vol. 35(5), pages 237-254, March.
    8. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    9. Szõcs Attila, 2014. "Testing Brand Value Measurement Methods In A Random Coefficient Modeling Framework," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1069-1074, July.
    10. Magali Jara & Gérard Cliquet, 2008. "« Retail brand equity: a conceptual and differentiated approach »," Post-Print halshs-00413607, HAL.
    11. Carsten Horn & Markus Rudolf, 2011. "Service quality in the private banking business," Financial Markets and Portfolio Management, Springer;Swiss Society for Financial Market Research, vol. 25(2), pages 173-195, June.
    12. Wang, Luming & Finn, Adam, 2013. "Dual-faceted multidimensional IRT models with hierarchical structure," Australasian marketing journal, Elsevier, vol. 21(2), pages 111-118.
    13. Dirk Temme & Adamantios Diamantopoulos & Vanessa Pfegfeidel, 2014. "Specifying Formatively-measured Constructs In Endogenous Positions In Structural Equation Models: Caveats and Guidelines For Researchers," Schumpeter Discussion Papers SDP14005, Universitätsbibliothek Wuppertal, University Library.
    14. Magali Jara & Jean-Marc Ferrandi, 2017. "Standard retail brand equity: antecedents and sustainable developments," Working Papers hal-01465177, HAL.
    15. Luming Wang & Adam Finn, 2016. "Using vanishing tetrad test to examine multifaceted causal directionality," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 51-59, March.
    16. Guillard, Valérie, 2009. "La tendance de certains consommateurs à tout garder," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/5480 edited by Pinson, Christian.
    17. Krystallis, Athanasios & Chrysochou, Polymeros, 2014. "The effects of service brand dimensions on brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 139-147.
    18. Temme, Dirk & Diamantopoulos, Adamantios & Pfegfeidel, Vanessa, 2014. "Specifying formatively-measured constructs in endogenous positions in structural equation models: Caveats and guidelines for researchers," International Journal of Research in Marketing, Elsevier, vol. 31(3), pages 309-316.
    19. Hofmann, Julian & Schnittka, Oliver & Johnen, Marius & Kottemann, Pascal, 2021. "Talent or popularity: What drives market value and brand image for human brands?," Journal of Business Research, Elsevier, vol. 124(C), pages 748-758.
    20. Tina Vukasovic, 2022. "Customer-Based Brand Equity: Conceptual Model," Digital Transformation: The Harmonic Convergence of People, Culture, Process, and Technology in the New Normal,, ToKnowPress.

    More about this item

    Keywords

    retail brands; brand equity; retailers' strategies; confirmatory analysis; Path-;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:hal:journl:halshs-00413604. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.