Cristina Calvo Porral

Sources of equity in fashion markets

Purpose – The aim of this research is to identify sources of differentiation in the fashion market as well as finding out sources of brand equity to distinguish the offer, enabling a better competitive position to be achieved.Design/methodology/approach – To reach this objective, qualitative research was first carried out with 36 sector executives. Based on the results from the initial stage, 250 surveys were then carried out with potential consumers in order to analyze sources of brand equity.Findings – In the fashion industry, the variables that show great potential for differentiation are excellence in the delivered finished product, brand image and design. In addition, loyalty and brand associations, in which image and design stand out, have been shown to be the most outstanding sources of brand equity.Practical implications – The allocation of financial resources to the intangible assets of brand image and design should be profitable for the company. The creation of networks of designers and stylists...

Food private label brands: the role of consumer trust on loyalty and purchase intention

Purpose – Private label brands of food products are an important component of many consumers’ purchases, as well as an integral element of the retail industry. The purpose of this paper is to examine the moderating role of trust on food private label brands’ purchase intention and loyalty. Design/methodology/approach – For this purpose, the authors propose and empirically test a conceptual model comprising variables such as price, familiarity and store image. A sample of 445 respondents was gathered, and the hypotheses were tested performing structural equation modelling. Findings – The findings highlight the moderating influence of trust on consumers’ loyalty to food private label brands. In addition, the results obtained reveal the substantially great influence of private label brand familiarity on purchase intention and loyalty. So, it seems that consumer trust and loyalty are strongly associated regarding food private label brands. Research limitations/implications – The authors suggest that trust of ...

Global brands or local heroes?: evidence from the Spanish beer market

Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

Domestic or Imported Beer Brands? Analysis and Assessment of Brand Equity in the Spanish Market

The Spanish brewing industry is a main economic sector and a major activity in the agrifood area; however, there are few studies regarding the analysis of brand equity in this product. This study aims to analyze brand equity for both a domestic beer brand—Estrella Galicia—and an imported beer brand—Carlsberg. For this purpose a quantitative study is carried out among consumers in order to assess the sources or dimensions of brand equity and its consequences, comparing the 2 brands present in the Spanish market. Results obtained suggest a better evaluation of the domestic brand and reveal that brand loyalty and perceived quality are the dimensions with a higher relevance in beer brand equity.

Do Store Image and Price Perception Matter to Store Brand Equity

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in the next year due to the economic crisis, which makes up an increasingly competitive market. Previous literature suggests that price and store image are antecedents with a relevant influence on store brand equity. Our study aims to analyze if the store image and price perception matter to store brand equity. A quantitative study was carried out obtaining a total of 362 valid responses. Results show that both variables have a positive influence on store brand equity, store image being the more relevant factor. The study is of great interest for retailers who wish to increase the value proposition.