Does sustainability drive to create store equity? A proposal through image, quality and loyalty
International Journal of Retail & Distribution Management
; 50(6):708-727, 2021.
Article
in English
| ProQuest Central | ID: covidwho-1831642
ABSTRACT
Purpose>The present research aims to analyse the retailer's commitment to sustainable development (RCSD) perceived by the consumers and how it contributes to store equity creation through image, perceived quality and loyalty.Design/methodology/approach>A primary research was conducted through a structured questionnaire to analyse the relationships between the variables included in the proposed model. The fieldwork was conducted in 2019, obtaining responses from 617 retail consumers from four cities in Ecuador – Quito, Guayaquil, Cuenca and Machala – obtained. A structural equation model is estimated with the partial least squares technique.Findings>There is evidence in favour of the contribution of sustainability to store equity. The positive influence of RCSD on perceived quality and the impact of the latter, together with store image, contribute to loyalty, which emerges as a critical construct in building store equity.Research limitations/implications>Some limitations of the present study – geographic scope limited to Ecuador, analyses restricted to food retailers and pre-COVID-19 data collection – may open new research opportunities replicating the study in other regions for other retail activities and in the post pandemic context.Practical implications>The retailer's actions demonstrate a commitment to economic, social and environmental sustainability. As a result of this, the establishment's perceived quality improves, which is of interest to academics and retail management professionals.Originality/value>The present research provides evidence on the chain of effects that explains the positive contribution of RCSD to store equity creation in grocery retailing.
Business And Economics--Marketing And Purchasing; Sustainable development perceived by the consumer; Triple bottom line; Image; Perceived quality; Loyalty; Store equity; Marketing; Retail; Retail stores; Consumer behavior; Environmental impact; Consumers; Perceptions; Sustainable development; Hypotheses; Influence; Retailing industry; Equity; Business models; Ecuador
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
International Journal of Retail & Distribution Management
Year:
2021
Document Type:
Article
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