What matters to store Brand Equity?An approach to Spanish large retailing in a

  1. Calvo-Porral, Cristina
  2. Martínez Fernández, Valentín Alejandro
  3. Juanatey Boga, Óscar
  4. Lévy Mangin, Jean Pierre
Revista:
Investigaciones europeas de dirección y economía de la empresa

ISSN: 1135-2523

Año de publicación: 2013

Volumen: 19

Número: 3

Páginas: 136-146

Tipo: Artículo

DOI: 10.1016/J.IEDEE.2013.03.001 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Investigaciones europeas de dirección y economía de la empresa

Resumen

Las marcas del distribuidor suponen el 41 por ciento de la cuota de mercado en España en el año 2011, y se espera un incremento mayor en los próximos años debido a la crisis económica, lo que configura un mercado cada vez más competitivo com gran interés para la investigación. En este contexto, nuestro trabajo trata de analizar qué variables tienen una influencia relevante en el valor de las marcas del distribuidor desde el punto de vista de los consumidores en el contexto de la actual recesión económica, ofreciendo un estudio empírico para la gran distribución española. Para ello se realizó un cuestionario electrónico dirigido a los consumidores de marcas del distribuidor residentes en España, obteniendo un total de 362 respuestas válidas y considerando a los grandes distribuidores Mercadona, Dia, Eroski, Carrefour y El Corte Inglés. A continuación, se realizó un análisis empleando un Modelo de Ecuaciones Estructurales (SEM). Los resultados obtenidos sugieren que la imagen comercial de la enseña es la variable con mayor influencia sobre la calidad percibida de la marca del distribuidor, como sobre la notoriedad de la marca del distribuidor; y en relación a las fuentes del valor de las marcas del distribuidor, la dimensión notoriedad de marca muestra la mayor influencia en la formación del valor de las marcas del distribuidor. Este trabajo es de gran interés para la gran distribución que desea incrementar la proposición de valor de sus marcas en el mercado, especialmente durante períodos de recesión económica.

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Fuente de los datos: Dialnet