This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

An examination of selected marketing mix elements and brand equity

Research on how store environment cues influence consumers’ store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers’ assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for addit...

The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions

This paper develops a general service sector model of repurchase intention from the consumer theory literature. A key contribution of the structural equation model is the incorporation of customer perceptions of equity and value and customer brand preference into an integrated repurchase intention analysis. The model describes the extent to which customer repurchase intention is influenced by seven important factors – service quality, equity and value, customer satisfaction, past loyalty, expected switching cost and brand preference. The general model is applied to customers of comprehensive car insurance and personal superannuation services. The analysis finds that although perceived quality does not directly affect customer satisfaction, it does so indirectly via customer equity and value perceptions. The study also finds that past purchase loyalty is not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfaction and repurchase intention. The main factor influencing brand preference was perceived value with customer satisfaction and expected switching cost having less influence.

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Customer repurchase intention: A general structural equation model

Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour

Understanding retail branding: conceptual insights and research priorities

The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions

We develop a category management model to aid retailers in the space constrained decisions of which products to stock (assortment) and how much shelf space to allocate to those products. The model is formulated as a constrained optimization problem with two basic decision variables: assortment and allocation of space to the items in the assortment. The non-linearities in the objective function and the zero-one decision variables disallow a closed form solution. We develop a heuristic solution procedure based on simulated annealing and test it on a problem with a known optimum. We also apply the technique to a larger problem without a known optimum. Finally, the solution found by simulated annealing is compared against a solution produced using a shelf allocation rule based on share of sales.

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A Model for Determining Retail Product Category Assortment and Shelf Space Allocation

Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts.Design/methodology/approach – Multiple product categories and messages that varied from strongly negative to strongly positive were used to test whether the accuracy/completeness of the information changes consumers' view of green products.Findings – The results show that consumer perception of product quality, value, and purchase intentions does not differ significantly between products with positive environmental messages and those without any message. Products with positive environmental messages are viewed better than products with negative environmental messages. It is also found that the impact of environmental information is greater for consumable products.Practical implications – Clearly presented information can make a significant diffe...

/pdf/consumer-effects-of-environmental-impact-in-product-labeling-32mfifdmj3.pdf

Consumer effects of environmental impact in product labeling

https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1009&context=mkt_fac

Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers

Purpose – The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process.Design/methodology/approach – Between subjects 2×2×4 experimental design with two levels of price (high and low), two levels of brand name (known and unknown) and four levels of green strategies.Findings – Purchase intentions for green product and process strategies are significantly higher than non‐green approaches. However, post‐hoc analysis shows no significant advantage of one green strategy over another. Price and brand name do not have significant interactive effects with green strategies.Practical implications – Although it is essential that companies develop green strategies for the eco consumer it is not important what specific strategy is selected i.e. going green is the key. Also, despite the continued growth in t...

Norm Borin

Papers

The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions

A Model for Determining Retail Product Category Assortment and Shelf Space Allocation

Consumer effects of environmental impact in product labeling

Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers

An analysis of consumer reactions to green strategies