Les effets de l'image du magasin sur le capital marque : une étude à travers les circuits de magasin

Abstract

Le but de cet article est d’examiner l’association l’image du magasin et le capital marque. Un échantillon des données de panel et d’enquête constitué de 1867 ménages, 11 magasins sur une période de 6 ans est étudié. Les résultats montrent que les dimensions de l’image du magasin sont associées au capital marque. Cependant, cette influence varie en fonction des circuits de magasin. Plus précisément, l’image accès est le plus important déterminant du capital marque dans les supermarchés et les hypermarchés bien qu’elle explique mieux le capital marque dans les supermarchés que les hypermarchés. Tandis que le rôle de l’image service est moins pertinent dans les supermarchés, celui de l’image prix est moins important dans les hypermarchés.

Consumer choice of store brands across store formats: A panel data analysis under crisis periods

“…Overall, consumers tend to base their format adjustment strategies on personal characteristics instead of marketing policy variables when crisis intensity is high. Therefore, this research completes previous studies on the relationship between store format and brand purchase behaviour (Zielke, 2010;Kaswengi, 2013;Kumar and Roy, 2013) and helps to better understand how specific retail formats are affected when crisis hits.…”

“…For example, Kaswengi (2013) found that the impact of the store's marketing elements (e.g. access, price) on brand equity is different depending on store formats.…”

“…However, retailers need to understand quickly how to adapt their store format management strategies when economic crisis leads consumers to make changes in store frequentation. Therefore, we intend to clarify the role of store format in times of crisis by analysing two retail formats, in an attempt to extend and bolster recent previous studies on the subject (e.g., Kaswengi, 2013;Kumar and Roy, 2013).…”

“…We developed research hypotheses based on a comprehensive review of previous studies on store brands and national brands (e.g., Sinha and Batra, 1999;Erdem et al, 2004;Ngobo, 2011a), on the business cycle in relation to marketing variables (e.g., Lamey et al, 2007;Hampson and McGoldrick, 2013) and on the relationships between store format and brand purchase behaviour (e.g., Kaswengi, 2013;Kumar and Roy, 2013).…”

Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand

“…Kaswengi (2013) goes beyond the notion of consumers' attitudes and shows that the store image is a determinant of the brand equity of the SB. Ramaroson and Kaswengi (2013) add that this relationship between the store image, broken down into different dimensions, and the brand equity of the SB is moderated by the type of SB.…”