Understanding price premium for grocery products: a conceptual model of customer‐based brand equity

Johan Anselmsson (Department of Business Administration, School of Economics and Management, Lund University, Lund, Sweden)
Ulf Johansson (Department of Business Administration, School of Economics and Management, Lund University, Lund, Sweden)
Niklas Persson (Department of Business Administration, School of Economics and Management, Lund University, Lund, Sweden)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 25 September 2007

Abstract

Purpose

This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.

Design/methodology/approach

The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.

Findings

The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research.

Practical implications

The development of a customer‐based brand equity model, that adds awareness, associations and loyalty to previous discussions on price and quality, brings to the table a more nuanced and multi‐faced tool for marketing of consumer packaged food.

Originality/value

The paper provides a framework for understanding, evaluating, measuring and managing brand equity for grocery products. As this paper presents the first conceptual brand equity framework for groceries, there is a contribution to research on food branding. Also, there is a contribution to the general field of brand equity as previous models have been very general.

Keywords

Citation

Johan Anselmsson, Ulf Johansson and Niklas Persson (2007) "Understanding price premium for grocery products: a conceptual model of customer‐based brand equity", Journal of Product & Brand Management, Vol. 16 No. 6, pp. 401-414

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DOI

: https://doi.org/10.1108/10610420710823762

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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