Measuring the influence of customer-based store brand equity in the purchase intention

  1. Cristina Calvo Porral 1
  2. Valentín-Alejandro Martínez Fernández 1
  3. Oscar Juanatey Boga 1
  4. Jean-Pierre Lévy Mangín 2
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  2. 2 University of Quebec in Ottawa
Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2015

Volumen: 15

Número: 1

Páginas: 93-118

Tipo: Artículo

DOI: 10.5295/CDG.130408CC DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Objetivos de desarrollo sostenible

Resumen

Las marcas del distribuidor suponen una cuota de mercado importante en España y se espera un incremento superior en los próximos años debido a la recesión. Sin embargo, hay una falta de investigación sobre el valor de las marcas del distribuidor basado en el consumidor. Este estudio intenta proponer um modelo integral de valor de marca para las marcas del distribuidor o marcas propias, basado en el conocido modelo conceptual de Aaker. Proponemos un modelo basado en el consumidor, que incluye las principales fuentes o dimensiones de valor de marca, considerando la intención de compra como su consecuencia. Basándonos en una muestra de 362 consumidores y 5 marcas del distribuidor, llevamos a cabo um modelo de ecuaciones estructurales para probar las hipótesis de la investigación. Los resultados obtenidos revelan que la notoriedad de las marcas del distribuidor, la lealtad, junto con la calidad percibida, tienen una influencia significativa en la intención de compra de marcas del distribuidor por parte de los consumidores. Nuestro estudio sugiere que los gestores de marketing y comercialización de las empresas de distribución deben considerar cuidadosamente los componentes del valor de marca a la hora de diseñar sus estrategias de marca, y desarrollar atividades de marketing para incrementar la notoriedade de sus marcas.

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