Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores

Abstract

Although brand equity is a largely discussed concept in the marketing literature, the studies have mainly been subjected the marketing activities as the antecedents of brand equity. After a vast literature review, it is seen that, consumer-based antecedents of brand equity are neglected at a certain level. This study aims to fill that gap and explores the effects of consumers’ religiosity and self-image congruity on the brand equity of grocery stores operating in an emerging economy. The universe of the study is determined as people above the age of 18 who do the most of their grocery shopping from one of the two retailers included in the scope of this study. The data were collected via a survey of 822 customers of two large grocery retailers in Turkey. The results show that both religiosity and self-image congruity have significant effects on the dimensions of retailers’ brand equity except retailer awareness. This study contributes to the literature by enhancing the understanding regarding the effects of consumer-based antecedents on retailer brand equity in emerging markets.