دانلود مقاله ISI انگلیسی شماره 50800
عنوان فارسی مقاله

رابطه بین تصویر فروشگاه اینترنتی و ارزش ویژه برند: چارچوب مفهومی و شواهد از هایپر مارکت

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
50800 2011 13 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
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عنوان انگلیسی
The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 18, Issue 6, November 2011, Pages 562–574

کلمات کلیدی
تصویر فروشگاه - ارزش ویژه برند فروشگاه - قیمت - مدیریت برند - فروشگاه بزرگ
پیش نمایش مقاله
پیش نمایش مقاله رابطه بین تصویر فروشگاه اینترنتی و ارزش ویژه برند: چارچوب مفهومی و شواهد از هایپر مارکت

چکیده انگلیسی

Retailers are making considerable efforts to improve their brand management. The challenge they face, however, is how best to integrate coherently their stores, as brands, and their various distributor brands (store brands, private labels, etc.), in order to increase their brand equity and offer the market differential value that will stimulate customer loyalty. From this perspective, it is crucial for retailers to investigate the relationship between the store and their own brands. This study proposes two theoretical models showing the mechanism whereby store image helps increase the equity of a specific type of distributor brand (the store brand). The approach used in this analysis is based, on the one hand, on defining brand equity through its components, using the model in Aaker (1991), and on the other, on including (social and strategic) corporate dimensions in measuring store image. The empirical research made in the hypermarket sector in the Basque province of Gipuzkoa backs the majority of the proposed hypotheses. The results show that store image can be used by retailers to influence all components of store brand equity, essentially through its commercial and strategic dimension. This research is intended to address the clear lack of research on store brand equity.

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