Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry

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• 作者：Abhishek Dwivedi ; Bill Merrilees ; Dale Miller ; Carmel Herington
• 关键词：Brand-equity ; Value-equity ; Relationship-equity ; Loyalty-intentions ; Australia
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2012
• 出版时间：September, 2012
• 年：2012
• 卷：19
• 期：5
• 页码：526-536
• 全文大小：252 K

文摘

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.