Retailers’ Commitment to Sustainable Development and Store Brand Equity: A Comparison between Consumers in France and Spain

Abstract

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the importance of building brand equity linked to the store. However, empirical evidence about the antecedents of store brand equity is still scarce, particularly on the retailer’s corporate social responsibility behavior. This chapter aims to analyze the influence of the retailer’s commitment to sustainable development (RCSD) and the credibility of the retailer’s communications on the overall store brand equity. Focusing on two samples of hypermarket customers in France and Spain, the findings provide evidence on the importance of the RCSD regarding employees, society, and environment, as well as the effectiveness of credible communications to generate store brand equity. Results are consistent for France and Spain.

Citation

Ruiz-Molina, M.E. and Lavorata, L. (2018), "Retailers’ Commitment to Sustainable Development and Store Brand Equity: A Comparison between Consumers in France and Spain", Lavorata, L. and Sparks, L. (Ed.) Food Retailing and Sustainable Development, Emerald Publishing Limited, Leeds, pp. 131-153. https://doi.org/10.1108/978-1-78714-553-520181009