The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior

Slaton, Kelcie; Testa, Danielle Sponder; Bakhshian, Sonia; Fiore, Ann Marie

doi:10.1016/j.jretconser.2020.102246

Cited by 22 publications

(27 citation statements)

References 46 publications

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“…In retail settings, brand love has also been shown to play a relevant role in mediating the path to several positive brand outcomes. Among these, previous studies show that brand love enhances the path to positive WOM (Dam, 2020), satisfaction and loyalty (Ferreira et al, 2019;Slaton, 2020), and willingness to pay more, and continuous purchase intention (Nikhashemi et al, 2019). These pieces of evidence offer support for the mediating role of brand love found in the present research in the context of retail.…”

Section: Discussionsupporting

confidence: 76%

“…Although the literature is more concerned with the antecedents, consumer-based brand equity can lead to several positive outcomes. For example, strong brand equity can enhance several consumer-related behaviors such as consumer brand attitude (Liu et al, 2017), purchase intention (Slaton et al, 2020), and the willingness to pay premium prices (Augusto and Torres, 2018). Additionally, brand equity can also have positive outcomes for businesses such as increased market share (Zarantonello, 2020).…”

Section: Brand Love and Brand Equitymentioning

confidence: 99%

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The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Ferreira

Faria

Gabriel

2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.

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Section: Discussionsupporting

confidence: 76%

Section: Brand Love and Brand Equitymentioning

confidence: 99%

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Ferreira

Faria

Gabriel

2022

Management &Amp; Marketing. Challenges for the Knowledge Society

View full text Add to dashboard Cite

show abstract

“…As a consequence, brand equity affects customer perception and subsequently customer purchasing behavior in a positive way. To boost this positive contribution and manage brand equity, therefore, strategies are required to increase brand equity (Keller, 2016;Slaton et al, 2020). The conducted studies also show how brand equity affects the purchase intention of customers (Majeed et al, 2021;Azzari & Pelissari, 2021;Poturak & Softic, 2019).…”

mentioning

confidence: 90%

Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity

Heidari

Zarei

Daneshfar

et al. 2023

MMI

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This study examined the impact of social media marketing on online purchase intention, with brand attachment, brand trust, and brand equity acting as mediating factors. The problem addressed in this research is the lack of understanding regarding the reasons for low adoption of online shopping in Iran despite the increasing popularity of the internet, and the originality lies in exploring the factors and proposing and testing a conceptual model that influence Iranian customers’ decision to buy online. To conduct an empirical case study, we selected Digikala, the largest online two-sided marketplace platform in Iran. To gather data from a representative sample of Digikala customers, a simple random sampling method was utilized. An online survey questionnaire was administered to 363 participants, ensuring a diverse range of respondents were included in the study. A partial least squares method was used to analyze the data using the structural equation modelling (SEM) method by SmartPLS software. The results of the research study demonstrated that social media marketing creates positive changes in brand equity, customer attachment to the brand, brand trust, and online purchase intent over time. Online purchase intention, brand trust, and customer brand attachment were positively influenced by brand equity. The level of customer brand attachment affected brand trust and online purchase intent in a positive way. An increase in brand trust led to a significant increase in online purchase intentions. An online purchase intention, customer brand attachment, and brand trust of a brand were influenced positively by brand equity during social media marketing. Social media marketing impacted online purchase intentions positively and significantly through customer brand attachment. Social media marketing improved online purchase intentions when brand trust is positive and significant. Several factors contributed to the effect of social media marketing on online purchase intentions, including brand trust. This leads us to conclude that social media marketing enhances online purchase intent through the creation of brand attachments, brand trust, and brand equity among customers.

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“…It is commonly used and a preferred approach for testing and examining the direct and indirect effects in the suggested models (e.g. Khan et al , 2019; Slaton et al , 2020; Uvet, 2020). In the first step, the confirmatory factor analysis (CFA) was performed, and consequently, structural model was tested.…”

Section: Methodsmentioning

confidence: 99%

The mediating effect of consumer empowerment in omni-channel retailing

Ürgüplü¹,

Hüseyinoğlu²

2021

IJRDM

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PurposeThe purpose of this study is to explore the impact of omni-channel capability (OCC) and consumer empowerment (CE) on customer satisfaction (CS).Design/methodology/approachA paper-based questionnaire was employed to analyse the role of CE in omni-channel retailing (OCR) by using structural equation modelling. Based on the Stimuli-Organism-Response (S-O-R) framework, this research aims to explore how OCC (S) impacts CE (O) and then leads to CS (R) in consumers who had previously used both the online and physical channels of a retailer.FindingsThe findings supported the impact of OCC on CE, and in turn, the impact of CE on CS. The results reveal a partial mediation by CE in the effect of OCC on CS. Additionally, channel service transparency (CST) moderates the relationship between CE and CS.Practical implicationsThe findings reveal partial mediator role of CE and the moderator role of CST in OCR. The study draws attention to the increasing role of CE and CST in OCR. To enhance CS, retailers should focus on OCC, CE and CST.Originality/valueA new model was validated, hypothesized from S-O-R framework. This extended the knowledge on CE in OCR.

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The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior

Cited by 22 publications

References 46 publications

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity

The mediating effect of consumer empowerment in omni-channel retailing

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