publication . Article . 2015

Do Private Labels Build Retailer Brand Equity?: an Empirical Approach

Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia;
Open Access English
  • Published: 01 Nov 2015
  • Publisher: AJBAS
Abstract
This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validity.
Subjects
free text keywords: Brand equity, Branding, Retail
43 references, page 1 of 3

Aaker, D., 1991. Managing Brand Equity. Free Aaker, D., 1996. Measuring brand equity across products and markets. California management review, 38 (3): 102-120.

Aaker, D., V. Kumar, G. Day, 1997. Marketing research, 6th Ed. John Wiley & Son, Inc.

Agarwal, M., V.R ao, 1996. An empirical comparison of consumer-based measures of brand. Marketing Letters, 7(3): 237-247.

Ailawadi, K., K. Keller, 2004. Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80: 331-342.

Arnett, D., D. Laverie, A. Meiers, 2003.

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79: 161-170.

Baltas, G., 2003. A combined segmentation and demand model for store brands. European Journal of Marketing, 37(10): 499-513.

Berry, L., 2000. Cultivating service brand equity. Academy of Marketing Science Journal, 28(1): 128-137.

Buil, I., L. Chernatony, E. Martıinez, 2008. A cross-national validation of the consumer-based brand equity scale. Journal of Product & Brand Management, 17(6): 384-392.

Chen, C.F., W. Tseng, 2010. Exploring customer-based airline brand equity: evidence from Taiwan. Transportation Journal, 49(1): 24-34.

Christodoulides, G., L. Chernatony, 2010.

Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Market Research, 52(1): 43-66.

Christodoulides, G., L. Chernatony, O. Furrerb, E. Shiua, T. Abimbolac, 2006. Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22: 799-825. [OpenAIRE]

De Wulf, K., G. Odekerken-Schröder, F. Goedertier, V. Ossel, 2005. Consumer perceptions of store brands versus national brands. The Journal of Consumer Marketing, 22 (4/5): 223-232.

Forbes, 2014. The World's Biggest Companies. http://www.forbes.com/global2000/list/#page:1_sort: 0_direction:asc_search:_filter:All%20industries_filte r:All%20countries_filter:All%20states

43 references, page 1 of 3
Similar Outcomes
Abstract
This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validity.
Subjects
free text keywords: Brand equity, Branding, Retail
43 references, page 1 of 3

Aaker, D., 1991. Managing Brand Equity. Free Aaker, D., 1996. Measuring brand equity across products and markets. California management review, 38 (3): 102-120.

Aaker, D., V. Kumar, G. Day, 1997. Marketing research, 6th Ed. John Wiley & Son, Inc.

Agarwal, M., V.R ao, 1996. An empirical comparison of consumer-based measures of brand. Marketing Letters, 7(3): 237-247.

Ailawadi, K., K. Keller, 2004. Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80: 331-342.

Arnett, D., D. Laverie, A. Meiers, 2003.

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79: 161-170.

Baltas, G., 2003. A combined segmentation and demand model for store brands. European Journal of Marketing, 37(10): 499-513.

Berry, L., 2000. Cultivating service brand equity. Academy of Marketing Science Journal, 28(1): 128-137.

Buil, I., L. Chernatony, E. Martıinez, 2008. A cross-national validation of the consumer-based brand equity scale. Journal of Product & Brand Management, 17(6): 384-392.

Chen, C.F., W. Tseng, 2010. Exploring customer-based airline brand equity: evidence from Taiwan. Transportation Journal, 49(1): 24-34.

Christodoulides, G., L. Chernatony, 2010.

Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Market Research, 52(1): 43-66.

Christodoulides, G., L. Chernatony, O. Furrerb, E. Shiua, T. Abimbolac, 2006. Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22: 799-825. [OpenAIRE]

De Wulf, K., G. Odekerken-Schröder, F. Goedertier, V. Ossel, 2005. Consumer perceptions of store brands versus national brands. The Journal of Consumer Marketing, 22 (4/5): 223-232.

Forbes, 2014. The World's Biggest Companies. http://www.forbes.com/global2000/list/#page:1_sort: 0_direction:asc_search:_filter:All%20industries_filte r:All%20countries_filter:All%20states

43 references, page 1 of 3
Similar Outcomes
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publication . Article . 2015

Do Private Labels Build Retailer Brand Equity?: an Empirical Approach

Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia;