Influence of store-brand equity dimensions on the Malaysian customer` intention to repurchase store-brand products

Abstract

The aim of this study is to examine the influence of store-brand equity dimensions on the Malaysian customers’ intention to repurchase store-brand products. This research propose a conceptual model based on Aaker’s (1991) customer-based brand equity (CBBE) theory in examining relationships among store-brand perceived value, store-brand awareness, store-brand perceived quality, store-brand image and store-brand loyalty on the Malaysian customers’ intention to repurchase store-brand products. Data were collected from two hundred retail customers using structured questionnaire with convenient sampling method at famous retail chain stores and/or shopping malls in the Klang Valley area. The empirical findings of this research supported four out of five hypotheses proposed. The four dimensions that show positive and significant influences on Malaysian customers’ intention to repurchase store-brand products are store-brand perceived value, store-brand awareness, store-brand perceived quality and store-brand loyalty. Store-brand loyalty is the most influential dimension. Surprisingly, store-brand image does not influence customers’ intention to repurchase store-brand products significantly. Theoretically, this study supports Aaker’s (1991) customer-based brand equity theory that brand equity in store-brand context is also multi-dimensional with loyalty as its core dimension. As for managers, the findings provide insights on how the store-brands can be strengthened. Retailers may further develop their store-brands by launching marketing programs which will increase the store-brand awareness, improve the customers’ perceptions on the store-brand quality and value, and foster customers’ loyalty. These investments on marketing and promotional efforts can encourage customers to repurchase store-brand products in the future.