Brand,value and relationship equities and loyalty-intentions in the Australian supermarket industry |
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Authors: | Abhishek Dwivedi Bill Merrilees Dale Miller Carmel Herington |
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Affiliation: | 1. Department of Maritime and Logistics Management, Australian Maritime College, University of Tasmania, Launceston 7248, Australia;2. Sense-T, University of Tasmania, Hobart 7001, Australia;3. Department of maritime and logistics management, Australian maritime college, University of Tasmania, Launceston 7248 Australia;1. Fort Hays State University, USA;2. Keio University, Japan |
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Abstract: | The current study advances the emergent literature pertaining to the impacts of brand, value and relationship equities on consumer loyalty-intentions along three major fronts. First, key inter-relationships among the equities are examined; thus advancing theory. Second, procedural advancement occurs via examining the hypothesised effects after controlling for several demographic covariates. Third, the current study presents an aggregate level and a firm level analysis, providing additional insight. The chosen supermarket scenario also adds value to the study. A large national survey of supermarket consumers supports the hypotheses. Micro level analysis reveals that Woolworths does best in leveraging value-equity, Coles does best in leveraging brand-equity, while IGA does best in leveraging relationship-equity. Overall, the study makes important theoretical and managerial contributions to the literature. |
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