Impact of brand-building activities and retailer-based brand equity on retailer brand communities
Purpose - Retailer brand communities exist between a franchisor brand and individual retailers, with retailer-based brand equity and brand-building activities being key drivers of their success. This paper aims to introduce retailer-based brand equity and examine its relationship with brand-building...
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Veröffentlicht in: | European journal of marketing 2012-11, Vol.46 (11/12), p.1581-1601 |
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container_title | European journal of marketing |
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creator | Samu, Sridhar Krishnan Lyndem, Preeti Litz, Reginald A |
description | Purpose - Retailer brand communities exist between a franchisor brand and individual retailers, with retailer-based brand equity and brand-building activities being key drivers of their success. This paper aims to introduce retailer-based brand equity and examine its relationship with brand-building activities and retailer brand community.Design methodology approach - Individual stores in a variable format franchise from the retail hardware industry were studied at annual conventions in two North American cities. Hypotheses were tested using structural equation modeling and regression.Findings - Results show that retailer-based brand equity mediates the relationship between brand-building activities and brand community identification and demonstrates the importance of branding in retailing contexts. The franchisee's continuation as part of the retailer brand community is influenced by the retailer-based brand equity, with increased identification leading to increased purchase and higher performance.Research limitations implications - The practical demands of the field study constrained the ability to examine other issues relevant to this research. There is also need to develop and refine further the items that measure the relationships.Practical implications - Increased brand-building activities do not automatically translate into higher commitment by franchisees, and franchisors need to increase the value of the brand. Engaging the franchisee as a member of the brand community has important outcomes for both parties. While franchisor brands benefit through increased sales, franchisees benefit through increased profit.Originality value - This is the first paper that has applied brand community principles to understand the franchisor-franchisee relationship. The results from a field study have important implications for both brand building and franchising areas. |
doi_str_mv | 10.1108/03090561211259998 |
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This paper aims to introduce retailer-based brand equity and examine its relationship with brand-building activities and retailer brand community.Design methodology approach - Individual stores in a variable format franchise from the retail hardware industry were studied at annual conventions in two North American cities. Hypotheses were tested using structural equation modeling and regression.Findings - Results show that retailer-based brand equity mediates the relationship between brand-building activities and brand community identification and demonstrates the importance of branding in retailing contexts. The franchisee's continuation as part of the retailer brand community is influenced by the retailer-based brand equity, with increased identification leading to increased purchase and higher performance.Research limitations implications - The practical demands of the field study constrained the ability to examine other issues relevant to this research. There is also need to develop and refine further the items that measure the relationships.Practical implications - Increased brand-building activities do not automatically translate into higher commitment by franchisees, and franchisors need to increase the value of the brand. Engaging the franchisee as a member of the brand community has important outcomes for both parties. While franchisor brands benefit through increased sales, franchisees benefit through increased profit.Originality value - This is the first paper that has applied brand community principles to understand the franchisor-franchisee relationship. 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There is also need to develop and refine further the items that measure the relationships.Practical implications - Increased brand-building activities do not automatically translate into higher commitment by franchisees, and franchisors need to increase the value of the brand. Engaging the franchisee as a member of the brand community has important outcomes for both parties. While franchisor brands benefit through increased sales, franchisees benefit through increased profit.Originality value - This is the first paper that has applied brand community principles to understand the franchisor-franchisee relationship. The results from a field study have important implications for both brand building and franchising areas.</description><subject>Brand equity</subject><subject>Brands</subject><subject>Community</subject><subject>Consumers</subject><subject>Franchisees</subject><subject>Franchising</subject><subject>Grass roots movement</subject><subject>Identification</subject><subject>Inventory</subject><subject>Retail stores</subject><subject>Structural equation modeling</subject><issn>0309-0566</issn><issn>1758-7123</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2012</creationdate><recordtype>article</recordtype><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><recordid>eNp1kE1LxDAQhoMoWFd_gLeAV6v5bNqjLH4sLHjRc5k2iWTp1yatsP_erF32snoamPd5ZphB6JaSB0pJ_kg4KYjMKKOUyaIo8jOUUCXzVFHGz1Gyz9MIZJfoKoQNIdHiKkGwageoR9xbXHnodFpNrtGu-8Kx677d6EzAsY-9GcE1xqcVBKNnGJvt5MYd7rtjfAjqvm2n7te-RhcWmmBuDnWBPl-eP5Zv6fr9dbV8Wqe1EPmYGpFTK7kFUbBKFqC40UbwPBOSWSm4sppUDLQFpSHTRgmmuQZbVVLWggJfoLt57uD77WTCWG76yXdxZUmpUPH0jPFI0ZmqfR-CN7YcvGvB70pKyv0ny5NPRud-dkxrPDT6qJyg5aBtxMnf-P8bfgB5y4MP</recordid><startdate>20121109</startdate><enddate>20121109</enddate><creator>Samu, Sridhar</creator><creator>Krishnan Lyndem, Preeti</creator><creator>Litz, Reginald A</creator><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>8FI</scope><scope>AFKRA</scope><scope>AXJJW</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M0Q</scope><scope>M2M</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PSYQQ</scope><scope>Q9U</scope></search><sort><creationdate>20121109</creationdate><title>Impact of brand-building activities and retailer-based brand equity on retailer brand communities</title><author>Samu, Sridhar ; Krishnan Lyndem, Preeti ; Litz, Reginald A</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c448t-e481f53fa492b59a73ede4386452f5437fd0b2adfa7da6de742d3dafbb55c41a3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2012</creationdate><topic>Brand equity</topic><topic>Brands</topic><topic>Community</topic><topic>Consumers</topic><topic>Franchisees</topic><topic>Franchising</topic><topic>Grass roots movement</topic><topic>Identification</topic><topic>Inventory</topic><topic>Retail stores</topic><topic>Structural equation modeling</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Samu, Sridhar</creatorcontrib><creatorcontrib>Krishnan Lyndem, Preeti</creatorcontrib><creatorcontrib>Litz, Reginald A</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>Hospital Premium Collection</collection><collection>ProQuest Central UK/Ireland</collection><collection>Asian & European Business Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>European Business Database</collection><collection>Psychology Database</collection><collection>ProQuest One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest One Psychology</collection><collection>ProQuest Central Basic</collection><jtitle>European journal of marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Samu, Sridhar</au><au>Krishnan Lyndem, Preeti</au><au>Litz, Reginald A</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Impact of brand-building activities and retailer-based brand equity on retailer brand communities</atitle><jtitle>European journal of marketing</jtitle><date>2012-11-09</date><risdate>2012</risdate><volume>46</volume><issue>11/12</issue><spage>1581</spage><epage>1601</epage><pages>1581-1601</pages><issn>0309-0566</issn><eissn>1758-7123</eissn><abstract>Purpose - Retailer brand communities exist between a franchisor brand and individual retailers, with retailer-based brand equity and brand-building activities being key drivers of their success. This paper aims to introduce retailer-based brand equity and examine its relationship with brand-building activities and retailer brand community.Design methodology approach - Individual stores in a variable format franchise from the retail hardware industry were studied at annual conventions in two North American cities. Hypotheses were tested using structural equation modeling and regression.Findings - Results show that retailer-based brand equity mediates the relationship between brand-building activities and brand community identification and demonstrates the importance of branding in retailing contexts. The franchisee's continuation as part of the retailer brand community is influenced by the retailer-based brand equity, with increased identification leading to increased purchase and higher performance.Research limitations implications - The practical demands of the field study constrained the ability to examine other issues relevant to this research. There is also need to develop and refine further the items that measure the relationships.Practical implications - Increased brand-building activities do not automatically translate into higher commitment by franchisees, and franchisors need to increase the value of the brand. Engaging the franchisee as a member of the brand community has important outcomes for both parties. While franchisor brands benefit through increased sales, franchisees benefit through increased profit.Originality value - This is the first paper that has applied brand community principles to understand the franchisor-franchisee relationship. The results from a field study have important implications for both brand building and franchising areas.</abstract><cop>Bradford</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/03090561211259998</doi><tpages>21</tpages></addata></record> |
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source | Emerald A-Z Current Journals |
subjects | Brand equity Brands Community Consumers Franchisees Franchising Grass roots movement Identification Inventory Retail stores Structural equation modeling |
title | Impact of brand-building activities and retailer-based brand equity on retailer brand communities |
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