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  • Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry

    Author(s)
    Dwivedi, Abhishek
    Merrilees, Bill
    Miller, Dale
    Herington, Carmel
    Griffith University Author(s)
    Miller, Dale
    Merrilees, Bill J.
    Year published
    2012
    Metadata
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    Abstract
    The current study advances the emergent literature pertaining to the impacts of brand, value and relationship equities on consumer loyalty-intentions along three major fronts. First, key inter-relationships among the equities are examined; thus advancing theory. Second, procedural advancement occurs via examining the hypothesised effects after controlling for several demographic covariates. Third, the current study presents an aggregate level and a firm level analysis, providing additional insight. The chosen supermarket scenario also adds value to the study. A large national survey of supermarket consumers supports the ...
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    The current study advances the emergent literature pertaining to the impacts of brand, value and relationship equities on consumer loyalty-intentions along three major fronts. First, key inter-relationships among the equities are examined; thus advancing theory. Second, procedural advancement occurs via examining the hypothesised effects after controlling for several demographic covariates. Third, the current study presents an aggregate level and a firm level analysis, providing additional insight. The chosen supermarket scenario also adds value to the study. A large national survey of supermarket consumers supports the hypotheses. Micro level analysis reveals that Woolworths does best in leveraging value-equity, Coles does best in leveraging brand-equity, while IGA does best in leveraging relationship-equity. Overall, the study makes important theoretical and managerial contributions to the literature.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    19
    Issue
    5
    DOI
    https://doi.org/10.1016/j.jretconser.2012.06.009
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Business and Management
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/47742
    Collection
    • Journal articles

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