The Influence of Store Brands Equity on Value Cocreation Within the Retail Environment: The Moderating Effect of the Propensity to Buy Store Brands

  • Natalia RubioEmail author
  • Nieves Villaseñor
  • Maria Jesús Yagüe
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This study represents an integration of the research into and management of store brands (SBs) into the new and prevailing marketing logic known as service-dominant logic (S-DL). We propose a theoretical model that investigates the direct influence of SBs equity on customer-retailer co-creation in feedback generation terms measured using two aspects: (1) Complaints and Claims, and (2) Improvement Suggestions. The model is also contrasted for two consumer segments (those with a propensity to buy SBs and those with little propensity to do so) to attain the value of these types of customer to the retailer. The results obtained show differences in the proposed modelling between both groups. Although SB equity does not foster customer complaints in either of the two groups analysed, the effect SB equity has on the suggestion of improvements is significantly more pronounced among those customers with a propensity to buy SBs. Important management implications are derived from the results obtained, with the most significant of these being the importance of constructing SB equity not only to increase the monetary value that those consumers with the greatest propensity to buy SBs have for the retailers, but also the fact that by using the information provided by this customer group the retailers can better get to know their preferences and needs and consequently convert this organisational learning process into improved long-term economic and relational results.


SB equity Co-creation Inclination towards SBs Complaint Suggestion 


  1. Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359–370.CrossRefGoogle Scholar
  2. Bettencourt, L. A. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of Retailing, 73(3), 383–406.CrossRefGoogle Scholar
  3. Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64.CrossRefGoogle Scholar
  4. Dick, A., Jain, A., & Richardson, P. (1995). Correlates of store brand proneness: Some empirical observations. Journal of Product and Brand Management, 4(4), 15–22.CrossRefGoogle Scholar
  5. Goldsmith, R. E., Flynn, L. R., Goldsmith, E., & Stacey, E. C. (2010). Consumer attitudes and loyalty towards private brands. International Journal of Consumer Studies, 34(3), 339–348.CrossRefGoogle Scholar
  6. González-Benito, Ó., & Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236–249.CrossRefGoogle Scholar
  7. Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492.CrossRefGoogle Scholar
  8. Mahr, D., Lievens, A., & Blazevic, V. (2014). The value of customer cocreated knowledge during the innovation process. Journal of Product Innovation Management, 31(3), 599–615.CrossRefGoogle Scholar
  9. Rubio, N., Villasenor, N., & Oubina, J. (2015). Consumer identification with store brands: Differences between consumers according to their brand loyalty. BRQ Business Research Quarterly, 18(2), 111–126.CrossRefGoogle Scholar
  10. Sivadas, E., & Dwyer, F. R. (2000). An examination of organizational factors influencing new product success in internal and alliance-based processes. Journal of Marketing, 64(1), 31–49.CrossRefGoogle Scholar
  11. Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43(5/6), 708–734.CrossRefGoogle Scholar
  12. Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59.CrossRefGoogle Scholar
  13. Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.CrossRefGoogle Scholar
  14. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Natalia Rubio
    • 1
    Email author
  • Nieves Villaseñor
    • 1
  • Maria Jesús Yagüe
    • 1
  1. 1.Faculty of EconomicsAutonoma UniversityMadridSpain

Personalised recommendations