The Effect of Store Image and Price on Store Brand Equity: Evidence from Supermarkets in Kenya
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 10
Abstract
In Kenya store brands are gaining popularity with supermarket chains now packaging and branding their own products more aggressively as competition forces firms to come up with more innovative ways to lock in consumers and increase earnings. To achieve competitive advantage therefore firms will have to ensure that consumers’ perception of their stores image and price are favourable since these factors will likely have an effect on brand equity of the store. Studies conducted so far have been in other contexts. Investigated in this study is the effect of store image and price on brand equity in the Kenyan supermarket industry. The association between store image and price with brand loyalty, perceived brand quality and brand awareness/association is examined. The study adopted a cross sectional survey design with shoppers as the target population. A representative sample of 180 respondents was determined using both proportional and random sampling techniques. Chi square test was used to determine the relationship between store image and price with store brand equity. Study findings show store image and price image to have an association with store brand equity. There also exists a significant relationship between store image and perceived brand quality, brand loyalty and brand awareness and between price image and perceived brand quality, brand loyalty and brand awareness. Findings should contribute empirically to brand equity concepts and help improve on supermarket’s store brand positioning.
Authors and Affiliations
Dr. Ogutu Robert Peter, Dr. Busolo Hillary Oundo, Dr. Anyonje Lydiah
Keywords
Related Articles
- EP ID EP413015
- DOI 10.9790/487X-2010021523
- Views 52
- Downloads 0
Medical Tourism Competencies and Policies Along With Health Competencies and Awareness of The Institutions and Employees
The aim of this study is to determine the competence and policies of Turkey with the competence and awareness of health institutions and health workers in the field of medical tourism. This study was carried out in March...
Job Stress among College Teachers at Bishop Heber College, Tiruchirappalli, India
In this modern world, which is said to be a world of achievement and competitions, has left no occupation untouched of stress. Gone are those days when teaching was regarded as a low-stress occupation. Stress among colle...
Political Challenges of Women Empowerment in Pakistan
Right from the freedom struggle of the country, women in Pakistan have been actively participating in political activities in a number of ways. They have organized campaigns, raised funds, mobilized other women during th...
Aviation Development scenario in India- Experience from past projects to improve preparedness for expected traffic growth due to policy interventions
This paper examines the history of aviation industry in terms of creation of infrastructure and the sustainability of the current approach to the growing traffic. It reviews the drivers for aviation growth and challenges...
The Impact of HR Functions Outsourcing (Recruitment, Training and Organizational Development) On HR Management Effectiveness in Private Sector
The purpose of the study is to identify human resource functions in the Middle East is more dependent on outsourcing. Outsourcing for the recruitment, training and organizational development is believed to make things mo...