TITLE:
Retail Brand Equity: Measurements through Brand Policy and Store Formats
AUTHORS:
Magali Jara
KEYWORDS:
Retail Brand Equity, Retail Branding Policies, Retailer Positioning, Store Formats
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.3,
March
20,
2018
ABSTRACT: This
research extends findings on the retail brand equity in measuring the impact of
its antecedents on the loyalty to the brand and to the store. This article
raises questions about the sustainable created value by standard retail brands
mostly oriented to functional components. The retail branding policy and store
formats moderate results. This research adopts a PLS-Path modeling to test the
retail brand equity model and its variations and then to provide a synthetic
calculation of the retail brand equity. Results show that the standard retail
brand equity leads to the loyalty to the brand and to the store. It varies
according to: 1) the store brand policy (store’s own-named) appears to be a
winning option maximizing the loyalty; 2) the “popular store” format—combining
supermarket and department store—reinforces the sustainable relationship with
customers because of the high level of service. By calculating scores,
Carrefour brand maximizes the relationships within the model. This work focuses
on French standard retail brands excluding other retail brands (such as
generics or premium). Results also focus on one product category. The
retailer’s positioning variable extends previous contributions leading to more
consistent results. This research is also focused on the antecedents of retail brand equity too less studied: Benefits (received
from their consumption) and the packaging of the branded product are
thus integrated. Hence, perspectives for practitioners are suggested.