零售商自有品牌對商店權益與商店忠誠度之影響－與全國性品牌影響力比較

The Influence of Retailer Private Brands on Store Equity and Loyalty: A Comparison with National Brand Influence

10.29931/MR.201209.0001

莊苑仙(Yuan-Hsien Chuang)；蔡璧如(Pi-Ju Tsai)；古朝維(Chao-Wei Ku)

自有品牌 ； 全國性品牌 ； 商店忠誠度 ； 商店權益 ； private brand ； national brand ； store loyalty ； store equity

行銷評論

9卷3期（2012 / 09 / 01）

257 - 276

繁體中文

近年來零售商紛紛投入發展自有品牌，期望能與競爭對手產生差異化效果，以建立零售商之商店權益與商店忠誠度。本研究驗證自有品牌對商店權益及對商店忠誠度是否具正向影響，並探討自有品牌與商店忠誠度及商店權益之間的關係，以確認是否透過建立商店忠誠度可強化建立商店權益。同時衡量全國性品牌對商店忠誠與商店權益之影響，以確認自有品牌之影響力是否大於全國性品牌。針對家樂福量販店之消費者進行問卷調查，結果顯示，消費者之零售商自有品牌態度對商店權益與商店忠誠度具有正向之影響，而商店忠誠度於消費者之零售商自有品牌態度和商店權益之間扮演著部分中介的角色，透過商店忠誠度的建立將有助於零售商自有品牌對商店權益影響之增強。此外，對於商店忠誠度與商店權益之影響，自有品牌大於全國性品牌。

In recent years, retailers have invested in developing private brands, hoping to differentiate themselves from their competitors and establish store equity and loyalty. This study tested and verified whether private brands positively influence store equity and loyalty. We examined the relationships between private brands and both store loyalty and equity to confirm whether establishing store loyalty can reinforce store equity. Additionally, this study measured the influence of national brands on both store loyalty and equity to verify whether private brands exert greater influence than national brands do. Questionnaires were administered to consumers of Carrefour hypermarket. The results indicate that the attitudes of consumers toward the private brands of retailers had a positive influence on store equity and loyalty. Store loyalty also played a partial mediator between consumer attitudes toward the private brands of retailers and store equity. Establishing store loyalty was beneficial to strengthening the influence of the private brands of retailers on store equity. In addition, the influence of private brands on both store loyalty and equity was greater than that of national brands.

1. 朱國光、李奇樺(2008)。影響消費者對自有品牌態度與購買行為相關因素之研究。臺灣企業績效學刊，2(1)，93-117。
   連結：
2. 吳長生(2011)。外部線索對私有品牌知覺品質與知覺風險之影響。行銷評論，8(3)，385-404。
   連結：
3. 林隆儀、曾彥嘉(2004)。產品類別特徵與產品資訊對私有品牌產品知覺品質的影響。行銷評論，1(1)，75-103。
   連結：
4. 胡欣慧、何玉珍(2008)。消費者對量販店自有品牌食品購買意願之研究。餐旅暨家政學刊，5(3)，273-293。
   連結：
5. 許英傑、黃慧玲、陳初真(2007)。零售商自有品牌市場佔有率影響因素之實證研究─POS資料分析。亞太經濟管理評論，10(2)，23-45。
   連結：
6. Aaker, D. A.(1991).Managing brand equity: Capitalizing on the value of a brand name.Free Pr..
7. Ailawadi, K. L.,Pauwels, K.,Steenkamp, J. B. E. M.(2008).Private-label use and store loyalty.Journal of Marketing,72(6),19-30.
8. Alan, D.,Arun, J.,Paul, R.(1996).How consumers evaluate store brands.Journal of Product & Brand Management,5(2)
9. Baltas, G.(2003).Determinants of internet advertising effectiveness: an empirical study.International Journal of Market Research,45(4),505-513.
10. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of personality and social psychology,51(6),1173.
11. Burton, S.,Lichtenstein, D. R.,Netemeyer, R. G.,Garretson, J. A.(1998).A Scale for Measuring Attitude Toward Private Label Products and an Examination of Its Psychological and Behavioral Correlates.Journal of the Academy of Marketing Science,26(4),293-306.
12. Bushman, B. J.(1993).What's in a name? The moderating role of public self-consciousness on the relation between brand label and brand preference.Journal of Applied Psychology,78(5),857.
13. Cataluña, F. R.,García, A.,Phau, I.(2006).The influence of price and brand loyalty on store brands versus national brands.International Review of Retail, Distribution & Consumer Research,16(4),433-452.
14. Chavadi, C.,Kokatnur, S.(2008).Do Private Brands Result in Store Loyalty? An Empirical Study in Bangalore.ICFAI Journal of Marketing Management,7(3),6-33.
15. Collins-Dodd, C.,Lindley, T.(2003).Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions.Journal of Retailing and Consumer Services,10(6),345-352.
16. Corstjens, M.,Lal, R.(2000).Building Store Loyalty Through Store Brands.Journal of Marketing Research,37(3),281-291.
17. De Wuif, K.,Odekerken-Schröder, G.,Goedertier, F.,Van Ossel, G.(2005).Consumer perceptions of store brands versus national brands.Journal of Consumer Marketing,22(4),223-232.
18. El Hedhli, K.,Chebat, J. C.(2009).Developing and validating a psychometric shopper-based mall equity measure.Journal of Business Research,62(6),581-587.
19. Erdem, T.,Zhao, Y.,Valenzuela, A.(2004).Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk.Journal of Marketing Research,86-100.
20. Gupta, S.,Lehmann, D. R.,Stuart, J. A.(2004).Valuing customers.Journal of Marketing Research,7-18.
21. Hansen, K.,Singh, V.(2008).Research Note-Are Store-Brand Buyers Store Loyal? An Empirical Investigation.Management Science,54(10),1828-1834.
22. Hartman, K. B.,Spiro, R. L.(2005).Recapturing store image in customer-based store equity: a construct conceptualization.Journal of Business Research,58(8),1112-1120.
23. Hemalatha, M.,Sivakumar, V.,Narayanan, A.(2010).Modelling clearance sales shopping behaviour.International Journal of Business Innovation and Research,4(5),451-474.
24. Hoch, S. J.,Banerji, S.(1993).When do private labels succeed?.Sloan Management Review,34,57.
25. Hyman, M. R.,Kopf, D. A.,Lee, D.(2010).Review of literature - Future research suggestions: Private label brands: Benefits, success factors and future research.J Brand Manag,17(5),368-389.
26. Juhl, H. J.,Esbjerg, L.,Grunert, K. G.,Bech-Larsen, T.,Brunsų, K.(2006).The fight between store brands and national brands-What's the score?.Journal of Retailing and Consumer Services,13(5),331-338.
27. Kara, A.,Rojas-Méndez, J. I.,Kucukemiroglu, O.,Harcar, T.(2009).Consumer preferences of store brands: Role of prior experiences and value consciousness.Journal of Targeting, Measurement & Analysis for Marketing,17(2),127-137.
28. Keller, K. L.(2003).Strategic brand management: Building, measuring, and managing brand equity.Upper Saddle River, NJ:Prentice Hall.
29. Keller, K. L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.The Journal of Marketing,1-22.
30. Kumar, N.,Steenkamp, J. B. E. M.(2007).Private label strategy: how to meet the store brand challenge.Harvard Business Press.
31. Labeaga, J. M.,Lado, N.,Martos, M.(2007).Behavioural loyalty towards store brands.Journal of Retailing & Consumer Services,14(5),347-356.
32. Liesse, J.(1993).PRIVATE LABEL Nightmare.Advertising Age,64(15),1-5.
33. Liu, T. C.,Wang, C. Y.(2008).Factors affecting attitudes toward private labels and promoted brands.Journal of Marketing Management,24(3-4),283-298.
34. Louviere, J. J.,Johnson, R. D.(1990).Reliability and validity of the brand-anchored conjoint approach to measuring retailer images.Journal of Retailing,66(4),359-382.
35. Martenson, R.(2007).Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands.International Journal of Retail & Distribution Management,35(7),544-555.
36. Martos-Partal, M.,González-Benito, O.(2009).The effects of store brand loyalty on store loyalty: evidence from the Spanish market.International Review of Retail, Distribution & Consumer Research,19(3),273-288.
37. Mills, D. E.(1995).Why retailers sell private labels.Journal of Economics & Management Strategy,4(3),509-528.
38. Narasimhan, C.,Wilcox, R. T.(1998).Private labels and the channel relationship: A cross-category analysis.Journal of Business,573-600.
39. Oliver, R. L.(1999).Whence consumer loyalty?.The Journal of Marketing,33-44.
40. Ray, I.,Chiagouris, L.(2009).Customer retention: Examining the roles of store affect and store loyalty as mediators in the management of retail strategies.Journal of Strategic Marketing,17(1),1-20.
41. Richardson, P. S.,Jain, A. K.,Dick, A.(1996).Household store brand proneness: a framework.Journal of Retailing,72(2),159-185.
42. Semeijn, J.,van Riel, A. C. R.,Ambrosini, A. B.(2004).Consumer evaluations of store brands: effects of store image and product attributes.Journal of Retailing & Consumer Services,11(4),247-258.
43. Singh, J.,Sirdeshmukh, D.(2000).Agency and trust mechanisms in consumer satisfaction and loyalty judgments.Journal of the Academy of Marketing Science,28(1),150-167.
44. Steenkamp, J. B. E. M.,Dekimpe, M. G.(1997).The increasing power of store brands: building loyalty and market share.Long Range Planning,30(6),917-930.
45. Sweeney, J. C.,Soutar, G. N.,Johnson, L. W.(1999).The role of perceived risk in the quality-value relationship: a study in a retail environment.Journal of Retailing,75(1),77-105.
46. Yoo, B.,Donthu, N.,Lee, S.(2000).An Examination of Selected Marketing Mix Elements and Brand Equity.Journal of the Academy of Marketing Science,28(2),195-211.
47. 陳順宇(2009)。迴歸分析：SPSS、STATISTICA軟體操作。台北:三民書局。
48. 管理雜誌市調小組(2000)。2011年消費者心目中理想品牌大調查。管理雜誌，438，42-88。
49. 魏文欽、卓素芬(2008)。消費者類型與商店印象對量販店自有品牌影響之實證研究。International Journal of Lisrel，1(1)，43-60。

1. 林怡君、吳立偉(2013)。影響消費者對自有品牌再購意願之前置因素與情境效果。台灣管理學刊，13(1)，27-53。