La notoriedad y calidad percibida de la marca del distribuidor como fuentes del valor de marca para el establecimiento

Abstract

The study of store brands is a topic of scientific and entrepreneurial interest. In Europe, since the beginning of the economic recession, store brands have been increasing their market share and also their earnings in all countries. Nevertheless, these brands are perceived by consumers as being products of lower quality (due to their lower price and limited advertising). Therefore, the perceived quality of a store’s brand is an aspect which must be carefully dealt with. In particular, the main objective of this research project is to demonstrate that both the awareness and perceived quality of these brands affects store equity. To achieve this aim, a questionnaire was carried out on 300 consumers and the data were analysed using Partial Least Squares (PLS) methodology. As the main conclusion of this study, it has been determined that the higher the awareness of store brands (consumers know it and remember it better), the higher the perceived quality of these brands. This encourages clients to be loyal to the store and to value it better. It has also been concluded that in order to increase awareness and perceived quality, it is better for the store to offer fewer own brands to its clients.