Determinants of store brands’ success: a cross-store format comparative analysis
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 8 July 2014
Abstract
Purpose
The purpose of this paper is to focus in customer-based store brand value by comparing three different retailing formats – supermarkets, hypermarkets and discounters – in order to assess how store brand value stems from and to understand the store format influence.
Design/methodology/approach
Respondents were randomly selected and data were collected using an on-line structured questionnaire, focussing on Spanish large retailers. Then, hypotheses were tested performing structural equation modeling.
Findings
The results suggest that perceived quality, price image along with store commercial image have significant positive influence on store brand value and purchase intent. Moreover, store brands’ performance in the marketplace depends on different variables across the analyzed retailing formats.
Research limitations/implications
These variables may be managed by retailers in order to enhance their own brands’ value proposition. These research implications should be considered within the context of a geographical limitation, despite providing the basis for further research on the topic.
Originality/value
The study adds to the growing literature in retailing a cross-store format comparative analysis, remaining a deeper understanding on how store brands create value from the consumers’ standpoint, based on an empirical research in a European developed market.
Keywords
Citation
Calvo-Porral, C. and Lévy-Mangin, J.-P. (2014), "Determinants of store brands’ success: a cross-store format comparative analysis", International Journal of Retail & Distribution Management, Vol. 42 No. 7, pp. 595-612. https://doi.org/10.1108/IJRDM-04-2013-0085
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited