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« Retail brand equity: a conceptual and differentiated approach »

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  • 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)

  • Gérard Cliquet

    (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

This research focuses on retail branding in France. A qualitative study aims at identifying which are the specific dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of retailer when a retail brand (which is the extended brand) dissatisfies consumers. Results show that there are two policies of retail brands: service retail brands (store brands and "composite" private labels) and private labels. This separation between the various categories of retail brands leads to consider two different models of brand equity. Whereas private labels seem to be only related to product dimensions, service retail brand equity is composed of three dimensions related to: 1) the product, 2) the services delivered in the store, and 3) the retail company, which displays this product under its own store brand. Finally, results of an exploratory research seem to underscore the superiority of the service brand strategies on private label policy.

Suggested Citation

  • Magali Jara & Gérard Cliquet, 2008. "« Retail brand equity: a conceptual and differentiated approach »," Post-Print halshs-00413607, HAL.
    • Handle: RePEc:hal:journl:halshs-00413607
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00413607
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    References listed on IDEAS

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    3. 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.
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