The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets

Retailers are making considerable efforts to improve their brand management. The challenge they face, however, is how best to integrate coherently their stores, as brands, and their various distributor brands (store brands, private labels, etc.), in order to increase their brand equity and offer the market differential value that will stimulate customer loyalty. From this perspective, it is crucial for retailers to investigate the relationship between the store and their own brands. This study proposes two theoretical models showing the mechanism whereby store image helps increase the equity of a specific type of distributor brand (the store brand). The approach used in this analysis is based, on the one hand, on defining brand equity through its components, using the model in Aaker (1991), and on the other, on including (social and strategic) corporate dimensions in measuring store image. The empirical research made in the hypermarket sector in the Basque province of Gipuzkoa backs the majority of the proposed hypotheses. The results show that store image can be used by retailers to influence all components of store brand equity, essentially through its commercial and strategic dimension. This research is intended to address the clear lack of research on store brand equity.     

Geodemographic and socioeconomic characterization of the retail attraction of leading hypermarket chains in Spain

This paper aims at examining the impact on demand of the competitive positioning strategies developed by the leading hypermarket chains in Spain. Specifically, the purpose is to carry out a geodemographic and socieconomic characterization of the potential consumers of each chain. As retail attraction has traditionally been divided into three components, distance, mass and image, a gravitational model is proposed which distinguishes them and facilitates the evaluation of existing differences across any a priori segmentation base. The empirical test identifies significant geodemographic differences in the retail attraction of hypermarket chains. Chains seem to target the whole market by developing an image balanced against the advantages and disadvantages derived from the spatial coverage strategy. Social class is not as good an indicator of hypermarket choice as expected, although some interesting patterns have been detected.     

我国零售业发展中的“大卖场”现象剖析

近年来,我国的零售业发展迅速,大卖场更是成为发展的热点之一。本文分析了大卖场在我国的发展现状;从商品策略、竞争对手和利润源等三方面对大卖场的市场竞争模式进行了剖析;指出要实现大卖场在我国的可持续发展,必须努力实现三个转变。     

Marketing Report-Carrefour in China

Carrefour is one of the largest retailers in the world, and also is the first foreign retailer entering China market. As a marketing analysis, this report first outlets Carrefourg profile and introduces its development in China market; then, analyse its marketing environment, from the micro and macro aspects, finding out that the advanced management experience and retailing mode provides privilege, and the rapid economic development give Carrefour big opportunity of further development in China market; Carrefourg situation are analyse by the method of SWOT, which provide a clear image of its current business status; the 4ps theory is adopted to investigate Carrefourg marketing strategy in China market, also the critical evaluation of those strategies are given in this report ; the following parts forecasts its future growth in China; three recommendations： Building up tight and good relationship with Chinese public; quick response to the political issues which may affect eompanyg image; and annexing strategy are made to improve Carrefourg future performance in the final part.     

Satisfaction,loyalty and repatronage intentions: Role of hedonic shopping values

Today the Indian traditional retail shopper visiting various hypermarkets formats for purchasing and enjoying their valuable time with their family members and friends, as these formats offer hedonic shopping values. Therefore, this research paper focused on hypermarket shoppers of central India and the main objective of this study is to identify the role of hedonic shopping values on creation of satisfaction, loyalty and repatronage intentions with the help of proposed research framework based on 329 responses. Confirmatory factor analysis and structural equation modeling (SEM) is use to analyze and validate the proposed research framework. The result supports the relationship between hedonic shopping values with customer satisfaction, loyalty and repatronage intentions. The study also demonstrate the moderating role of gender on these relationship, which shows that both male and female consumer have different level of shopping behavior when it comes to see the influence of hedonic shopping values. Therefore, this research paper would help hypermarket retailers to design their retail store environment more attractively to maintain the optimum customer satisfaction level that enhance the loyalty and repatronage intentions in the customer in this current competitive retail scenario.     

Marketing Report-Carrefour in China

Carrefour is one of the largest retailers in the world,and also is the first foreign retailer entering China market.As a marketing analysis,this report first outlets Carrefour’s profile and introduces its development in China market;then,analyse its marketing environment,from the micro and macro aspects,finding out that the advanced management experience and retailing mode provides privilege,and the rapid economic development give Carrefour big opportunity of further development in China market;Carrefour’s situation are analyse by the method of SWOT,which provide a clear image of its current business status;the 4ps theory is adopted to investigate Carrefour’s marketing strategy in China market,also the critical evaluation of those strategies are given in this report;the following parts forecasts its future growth in China;three recommendations: Building up tight and good relationship with Chinese public;quick response to the political issues which may affect company’s image;and annexing strategy are made to improve Carrefour’s future performance in the final part.     

The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets

Building retailer equity increases revenue and profitability by insulating retailers from competitors. Store image is the basis of retailer equity, but extant literature offers little insight into the empirical research which takes store image dimensions as antecedents of retailer equity. This paper establishes a theoretical and empirical basis that shows the impact of selected store image dimensions on retailer equity. The authors propose a conceptual framework in which store image dimensions are related to three dimensions of retailer equity, i.e., retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the research hypotheses. The results indicate the positive effect of convenience, perceived price, physical facilities, employee service, and institutional factors on retailer equity dimensions as antecedents of retailer equity.