Determinants of store brands’ success: a cross-store format comparative analysis

Abstract

Purpose – The purpose of this paper is to focus in customer-based store brand value by comparing three different retailing formats – supermarkets, hypermarkets and discounters – in order to assess how store brand value stems from and to understand the store format influence. Design/methodology/approach – Respondents were randomly selected and data were collected using an on-line structured questionnaire, focussing on Spanish large retailers. Then, hypotheses were tested performing structural equation modeling. Findings – The results suggest that perceived quality, price image along with store commercial image have significant positive influence on store brand value and purchase intent. Moreover, store brands’ performance in the marketplace depends on different variables across the analyzed retailing formats. Research limitations/implications – These variables may be managed by retailers in order to enhance their own brands’ value proposition. These research implications should be considered within the context of a geographical limitation, despite providing the basis for further research on the topic. Originality/value – The study adds to the growing literature in retailing a cross-store format comparative analysis, remaining a deeper understanding on how store brands create value from the consumers’ standpoint, based on an empirical research in a European developed market.