Roles of Traditional, Online‐Specific, and Cross‐Channel Marketing Instruments in Multi‐ and Omnichannel Fashion Retail Brand Equity

PurposeThe purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customer‐based retail brand equity when considering retailers as brands.Design/methodology/approachA model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customer‐based retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors (grocery, clothing, DIY, electronics and furniture).FindingsUsing multiple‐group structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding.Originality/valueUnderstanding retailers as brands – conceptually – a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.

Brand equity is considered as a crucial factor in the academic literature as well as in the professional practice. This paper aims at contributing to research on brand equity in retailing (RBE), examining the nature of the construct and of some of its antecedents, together with its mediating role in developing customer loyalty to the retailer. In this sense, the paper develops the scientific knowledge on RBE, investigating it at the retailer as a brand level rather than at the store level as previous literature did so far. To this aim, an integrative model is proposed. A survey is carried out on a sample of retail customers. Structural equation modeling (SEM) is employed to test the postulated model. Results confirm that retail brand awareness and retail perceived value are important retail brand equity dimensions, while trust and consumer self-esteem do not play any direct role, but trust directly impact customer loyalty to the retailer. Additionally, this study confirms the role of retail brand equity as a mediator on customer loyalty to the retailer. Theoretical and managerial implications are derived.

An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity

PurposeThe purpose of this research is to try to show the relevance of service quality in building a strong retail brand. It addresses how retailer attributes affect customer‐based retail brand equity, when considering retailers as brands. These attributes are compared with one another, and the importance of service is set in proportion to the other retailer attributes, both intersectorally and sector‐specifically. An integrated model is used here.Design/methodology/approachThis is an empirical study across five retail sectors (grocery, textiles, DIY, consumer electronics and furniture retailing) based on a survey with 2,000 face‐to‐face interviews. Structural equation modelling is used to illustrate the impact of central dimensions of the perception of retailer service and of the other retailer attributes on customer‐based retail brand equity.FindingsIn retailing, service quality appears to be the most important retailer attribute in building a strong retail brand – as demonstrated in four out of five sectors. The integrated model developed in this study can make a significant contribution to a field of knowledge which at present is not well developed.Research limitations/implicationsA more detailed analysis of the cross‐sectoral differences is undoubtedly necessary. Furthermore, a more exact analysis of retailer service is certainly required, but it must also incorporate other retailer attributes in order to achieve dimensions of comparison.Practical implicationsThe importance of service in retailing is intersectorally underlined in comparison to the other retailer attributes/retail marketing instruments. Even in sectors that characteristically use self‐service, the importance of service quality and particularly of friendly and competent staff is evident. Compared to the other retailer attributes, service is one strategic element that can be used effectively by retailers of almost any size. A small or medium sized retailer usually cannot distinguish itself from its competitors by means of price, but with a service‐oriented business.Originality/valueUnlike other investigations, a model is applied in this paper to five retail sectors, so both general and also sector‐specific conclusions can be drawn on the importance of customer service and the other retailer attributes. Furthermore, customer service is not analysed in isolation, thus we have dimensions of comparison, unlike many other authors who look at service alone.

Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail

The relationship between collaborative marketing and customer loyalty has attracted attention in retail practice. However, in omni-channel retail, the impact mechanism of the two needs to be further defined academically. Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new customer loyalty. It leads an empirical study using structural equation modeling with survey data from 550 agri-fresh produce omni-channel customers. The samples obtained this time is more appropriate to the overall characteristics of fresh omni-channel customers. The structural equation modeling (SEM) research model was developed on the impact of omnichannel collaborative marketing on new customer loyalty. The results show that both dimensions, i.e., price coordination and service and distribution coordination of omni-channel collaborative marketing strategy, positively affect omni-channel shopping experience and customer loyalty. Moreover, product and sales promotion coordination do not directly affect customer loyalty but through the mediating effects of the omni-channel shopping experience. Omni-channel shopping experience plays a mediating role in the relationship between omni-channel collaborative marketing and customer loyalty.

Frame of the research: Today, retailers possess stronger brands with a high level of awareness and are increasingly going international. A better understanding of consumer-based brand equity (CBBE) from an international marketing perspective is required. Purpose of the paper: To this aim, this study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues - in their cognitive and affective dimensions. Methodology: A survey was carried out administering a structured questionnaire to a sample of consumers. A structural equation modeling (SEM) was employed to test the proposed model. Findings: All the postulated relationships were verified, apart from the retail perceived value (RPV). Country image affects retail brand equity, but unexpectedly. While the cognitive image of the retailer’s country of origin exerts a negative effect, the affective country image impacts in a positive way. Research limits: Despite the contribution to the retailing and international marketing literature, the research has some limitations. It is performed on a single retail brand and focused on Italian consumers only. Finally, this first study did not include any mediating or moderating variables. Practical implications: International retailers, with particular attention to discounters, would understand the factors to leverage in order to boost their consumer-based brand equity. Originality of the paper: So far, poor attention has been given to the effect of country image on retail brand equity. However, the retailer’s image develops not only in accordance with the service provided, but also in relation to the stereotypes connected with the retailer’s country of origin. Moreover, the study employs a multi-cue perspective, using traditional RBE antecedents together with CI dimensions.

Retail brand equity: Conceptualization and measurement

This study is evaluating the customer-based retail brand equity by the effect of consumption value and brand experience. Considering Holbrook’s value typology, this study is investigating the value dimensions of efficiency, entertainment, excellence, and aesthetics of retail setup. The purpose of the study is to examine the impact of retail value i.e. efficiency, entertainment, excellence, aesthetics on retail brand equity by intervention of brand experience. This study would be applied on sample population who purchase products from various retail supermarket in Karachi and Lahore. This study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) by using the SmartPLS 3.0 software. The study revealed that there was a significantly positive impact of efficiency, service, entertainment and aesthetic value on brand experience, but the impact of product excellence on brand experience was insignificant. Similarly, brand experience fully mediated the relationships of efficiency, service, entertainment and aesthetic value with retail brand equity but brand experience didn’t mediated between product excellence and retail brand equity. Although, there was a positively direct relationship between product excellence and retail brand equity. This study gives very important suggestions to retail marketing strategists in order to give customers memorable retail brand experience and creating retail brand equity.

Consumer-based retail brand equity that refers to the consumers’ overall assessment of a retailer’s channels as strong, attractive, and unique brands (Hartman and Spiro 2005; Keller 1993), is known to affect retailer performance and consumer behavior (e.g., Baldauf et al. 2009; Grewal et al. 2009). Following the longtime practice of brand manufacturers, retail firms increasingly seek strategies to manage their retail brand equity because having strong brands is of paramount importance (e.g., when attracting consumers or recruiting employees). Target and Walmart, for example, consider their retail brand to be a critical element of their business strategies, and they continue investing in their stores and retail attributes with the goal of delivering on customer propositions (Target 2014; Walmart 2015).

PurposeThis study investigates the impacts of return channel type on the relationships between return service quality (RSQ) and customer loyalty (CL) in an omnichannel retailing environment.Design/methodology/approachData comes from Chinese customers having a return experience in omnichannel retailing that uses the channel type of both buy-online-return-in-store (BORIS) and buy-in-store-return-to-online warehouses (BSROW). The authors use the structural equation modeling to test the hypotheses and the bootstrapping method to test the mediation and moderation effect.FindingsFor BORIS channel, satisfaction of customer returns (CRS) partially mediates the relationship between convenience and CL, and fully mediates that between CL and responsiveness, transparency and competence, respectively. For BSROW channel, CRS partially mediates the relationship between responsiveness and CL, and fully mediates that between CL and convenience, transparency and competence, respectively. The mediation effects indicate that omnichannel customers may feel more satisfied due to higher omnichannel fulfillment (responsiveness and convenience) and omnichannel trust (transparency and competence) provided by retailers. Return channel type moderates the relationship between RSQ-convenience and CL. The results show the different expectations between BORIS and BSROW customers in the return process.Research limitations/implicationsThis paper serves as a pioneering study to apply cognition-affect-behavior paradigm into the field of return management in omnichannel retailing.Practical implicationsThe findings suggest retailers develop their strategies on customer returns and post-sales service quality improvement in the omnichannel. Also, retailers should develop an integrated return system across channels to provide convenient service to BORIS customers and quick response to BSROW customers.Originality/valueStudying return service management in the omnichannel from customer's cognition appraisal, this study contributes to the literature of the reverse service management by bringing in the effect of omnichannel type to explore the relationship between RSQ and CL.

PurposeThe purpose of this paper is to identify and describe the relationship between the precursors and consequences of customer loyalty (CL) in the Indian financial sector, specially banking and insurance context, taking a sample of individual customers as respondents from the Indian State of Punjab.Design/methodology/approachThe collected data have been analyzed using univariate, bivariate and multivariate analysis techniques. Specifically, descriptive statistics have been assessed to examine the basic characteristics of the sample data. Confirmatory factor analysis with maximum likelihood criteria has been adopted for the measurement and validation of various constructs. Independent samples t-test has been used to compare the CL of public and private firms, banks and insurance firms, and for some of the demographic variables like gender, marital status, etc. One-way ANOVA has been used to compare the CL for variables having more than two groups. Structural equation modeling (SEM) has been used to measure the impact of CL on the BP of financial services firms.FindingsThe result shows that BP is a higher-order construct measured in terms of word-of-mouth, repurchase intention, price premium and share of wallet. Though each of the four measures of CL is special and unique in nature, yet a high level of positive correlation has been seen among these dimensions. The study reveals that CL is not significantly different for the banking firms and insurance firms in Punjab.Research limitations/implicationsThe authors consider this work as one of the foundational elements that will enable further advances toward the governance of multi-layer business impact modeling systems. Extensive usability tests would enable to further confirm the findings of the paper. This study contributes to the customer relationship management and services marketing literature by providing empirical support for CL and BP relationship in the Indian context.Practical implicationsThe approach described here should improve the maintainability, reuse and clarity of business process models and in extension improve data for CL in large banking and insurance organizations. The approaches described here should improve the maintainability, reuse and clarity of loyalty and relationship of the customer with that of organizations. This can improve data for customer relationship and loyalty in banking and insurance sector.Originality/valueThis paper fulfills an identified gap to enabling SEM enabled models for data regarding customer relationship and loyalty. Loyalty revolves around the concept of relationship. CL is not a new concept, but recent years have demonstrated a developing interest to fabricate CL because of customer-oriented techniques or strategies. Over the previous era, CL has been broadly inspected inside marketing, trades and transactions. It can be concluded that the CL significantly influences BP.

Predictors and effects of retail brand equity – A cross-sectoral analysis

<p>This study examined the antecendets of Customer Based Retail Brand Equity (CBRE) such as retail brand awareness, retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity. Results of testing the hypothesis (t-test) found that variables retail brand awareness and retail brand association does not significantly influence on retail brand equity. While the other variables are retail brand perceived quality and retail brand loyalty has significantly influence on retailer brand equity.Retail brand perceived quality and retail brand loyalty must be considered by the retail businesses because it has a greater influence in creating the Retail Brand Equity (RBE). For further research, can develop research models such as the effect of brand building activities to the comunity identificatiion retailer with retail customer based equity as a mediating variable<br />Keywords: Customer Based Retail Brand Equity (CBRE), retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity</p>

Purpose: This study investigates the impact of Service Quality on Customer Satisfaction and Loyalty in the e-commerce sector, emphasizing the mediating role of Customer Satisfaction. The research hypothesizes that improvements in Service Quality positively affect both Customer Satisfaction and Loyalty and that Customer Satisfaction mediates the relationship between Service Quality and Customer Loyalty. Research Design and Methodology: A quantitative research design was employed using Structural Equation Modeling (SEM) to examine the relationships among Service Quality, Customer Satisfaction, and Customer Loyalty. The sample consisted of 120 customers from CV Cipta Buana Irian, a printing company in the e-commerce sector, selected through accidental sampling. Data were collected via questionnaires and analyzed to test the proposed hypotheses, ensuring validity and reliability through statistical tests. Findings and Discussion: The results demonstrate that Service Quality significantly influences Customer Satisfaction and Loyalty. Moreover, Customer Satisfaction mediates the effect of Service Quality on Customer Loyalty, indicating that high Service Quality enhances Customer Satisfaction, which boosts Customer Loyalty. These findings align with previous research, highlighting the importance of Service Quality and Customer Satisfaction in fostering Customer Loyalty in e-commerce settings. Implications: The findings suggest practical and theoretical implications for e-commerce businesses focused on improving customer satisfaction and loyalty. Future research should explore diverse sectors and methodologies, such as longitudinal studies, to understand these dynamics better and consider the role of digital engagement strategies in e-commerce.