Store equity and behavioral intentions: the moderating role of the retailer’s technology
Abstract
Purpose
In the current competitive environment in which retailers operate, store equity is seen as a key differentiating factor. In view of the scarce research on the dimensionality and correlates of brand equity related to the retailer, this paper aims to analyze the relationship between store equity and behavioral intentions and the influence of information and communication technology on this relation.
Design/methodology/approach
From a sample of 820 customers of store chains, a multigroup structural equation model is estimated considering the level of technological development of the retailer as a moderating variable.
Findings
The authors find evidence in favor of the positive influence of store equity on consumer behavioral intentions toward the retailer and the role of technology as a moderator in this relationship.
Research limitations/implications
This paper provides evidence about the multidimensionality of store equity and its positive influence on behavioral intentions towards the retailer. Furthermore, the authors find support for the notion that information and communication technology (ICT) solutions implemented by the retailer contributes to reinforce the positive impact of store equity on behavioral intentions.
Practical implications
Technology may be used to differentiate the retail chain from competitors. The retailer should concentrate its investments in ICT solutions that contribute to enhance the customer experience in the store.
Originality/value
Research on the brand equity concept in the context of retailing is still scarce. The results of this research provide support to the role of loyalty, service quality, product quality and perceived value as the dimensions of store equity. In addition to this, to the best of authors’ knowledge, this is the first paper that addresses the role of technology in the relationship between store equity and behavioral intentions.
Keywords
Acknowledgements
This research was carried out under the project ECO2013-43353-R and ECO2016-7 6,553-R of the Spanish Ministry of Economy and Competitiveness.
Citation
Gil-Saura, I., Ruiz Molina, M.E. and Berenguer-Contri, G. (2016), "Store equity and behavioral intentions: the moderating role of the retailer’s technology", Journal of Product & Brand Management, Vol. 25 No. 7, pp. 642-650. https://doi.org/10.1108/JPBM-11-2015-1035
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited