Alejandro Mollá Descals

Retail price promotion influences for product varieties in grocery stores: evidence from Spain

Purpose – This paper aims to focus on measuring and assessing the sales impact of temporary retail price discounts on all brands within a product subcategory as well as across other subcategories that differ slightly on composition and taste.Design/methodology/approach – To test these effects, the study uses a regression approach to analyse data of several fast moving consumer good subcategories obtained from a Spanish supermarket.Findings – The results confirm that temporary retail price reductions increase brand sales of the promoted brands, especially at weekends. Some brands gained sales at the expense of sales of substitute items within the same subcategory and also from sales of competing items in other subcategories.Research limitations/implications – The results of the current research suggest the presence of brand substitution effects within the analysed subcategories. In particular, while asymmetrical cross‐price effects are detected in only two subcategories, neighbourhood cross‐price effects h...

Internationalization of SME retailer: barriers and the role of public support organizations

Purpose – The need for retailers to internationalize is a growing reality in developed markets. Research examining problems in this process argues that the barriers to internationalization should be studied based on the situation in each country, and that public organizations which implement policies to support internationalization do not always adapt to company needs. The purpose of this paper is to contribute to the limited existing research on the subject of Spanish retail internationalization, analysing the problems faced by SMEs and the role of public support organizations in helping them. Design/methodology/approach – By means of in-depth interviews with experts, the authors first, analysed the barriers faced by Spanish retailers in their internationalization processes, and found a predominance of endogenous as opposed to exogenous barriers. Second, the authors studied the appropriateness of support policies for retail needs and identified a significant mismatch. Findings – Results show that the cur...

Factores determinantes y consecuencias de la adopción del comercio electrónico b2c: Una comparativa internacional

Numerosas empresas minoristas han decidido crear tiendas virtuales como alternativa a la tienda fisica. El presente trabajo pretende analizar los factores que influyen en esta decision estrategica y su impacto sobre los resultados del negocio entre los principales minoristas del Reino Unido, Francia y Espana. A partir de una regresion binaria y del analisis de la varianza, los resultados muestran que la adopcion del comercio electronico por el minorista es afectada por el tamano de la empresa, el tipo de bien comercializado y el pais donde se ubica el establecimiento. Asimismo, se observan diferencias significativas en terminos de beneficio y rentabilidad entre los minoristas que han adoptado el comercio electronico y los que no lo han hecho.

Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study.,Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable.,Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures.,The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality.,Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels.,This paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.