Abstract
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.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
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.
Bettencourt, L. A. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of Retailing, 73(3), 383–406.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this paper
Cite this paper
Rubio, N., Villaseñor, N., Yagüe, M.J. (2016). The Influence of Store Brands Equity on Value Cocreation Within the Retail Environment: The Moderating Effect of the Propensity to Buy Store Brands. In: Martínez-López, F., Gázquez-Abad, J., Gijsbrecht, E. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-39946-1_8
Download citation
DOI: https://doi.org/10.1007/978-3-319-39946-1_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-39945-4
Online ISBN: 978-3-319-39946-1
eBook Packages: Business and ManagementBusiness and Management (R0)