Aspectos diferenciales en la medición del capital de marca del distribuidor

Abstract

The concept of brand equity has been approached in the literature from several perspectives.The studies relating to store brand equity are rather scarce. The objective of this paper is to understand which are the constructs that better reflect store brands equity and how they are different from those used for measure national brands equity. We propose a new model to measure store brands equity. We hypothesize new factors more suitable to measure the particularities of store brands and use structure equations modelling to empirically test them. Our model shows that store brand equity reflects the best in loyalty that also drive to more favourable opinions about both perceived quality of store brands and image associations related to smart shopping. These associations have also an effect on the positive image of the chain.