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

Abhishek Dwivedi*, Bill Merrilees, Dale Miller, Carmel Herington

*Corresponding author for this work

Research output: Contribution to journalArticle

19 Citations (Scopus)

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 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.

Original languageEnglish
Pages (from-to)526-536
Number of pages11
JournalJournal of Retailing and Consumer Services
Volume19
Issue number5
DOIs
Publication statusPublished - Sep 2012

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