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  • Anselmsson, Johan, et al. (författare)
  • An Integrated Retailer Image and Brand Equity Framework : Re-examining, Extending, and Restructuring Retailer Brand Equity
  • 2017
  • Ingår i: Journal of Retailing and Consumer Services. - Elsevier. - 0969-6989. ; 38, s. 194-203
  • Tidskriftsartikel (refereegranskat)abstract
    • Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative structures commonly used in the more general brand equity literature; and finally by creating a short and parsimonious scale for assessing retailer brandequity in different contexts. Three alternative models are compared and tested on six brands in both convenience and shopping goods categories, ranging from discount to middle range price levels. The outcome is an operational framework supporting the main building blocks of the conceptual brand resonance model presented in Keller (2001) with seven dimensions structured in a four-step sequence as awareness → pricing policy, customer service, product quality, physical store → retailer trust → retailer loyalty, thereby describing retailer brand equity as a four-step process. The extended, although parsimonious, 17-item retailer equity scale can be used by academics as well as practitioners to examine the underlying values of retailer brands and has the potential to incorporate additional dimensions and attributes to investigate specific retail contexts without creating lengthy questionnaires.
  • Echeverri, Per, 1958-, et al. (författare)
  • Bi-directional and Stratified Demeanour in Value Forming Service Encounter Interactions
  • 2017
  • Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 36, s. 93-102
  • Tidskriftsartikel (refereegranskat)abstract
    • The purpose of this paper is to unearth the bi-directional and stratified nature of service encounter interactions. Drawing on a detailed empirical study of service demeanour in mobility services, seen from a customer perspective, we outline a classification of 6 overarching demeanour practices, 20 sub-activities, and interactional sequences, explaining how value co-formation is realized. We suggest that value derives from bi-directional activities mutually combined in congruent ways, avoiding counterproductive interactions.
  • Fellesson, Markus, et al. (författare)
  • The expected retail customer Value co-creator, co-producer or disturbance?
  • 2016
  • Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 30, s. 204-211
  • Tidskriftsartikel (refereegranskat)abstract
    • The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer”/market wants, and on the operative level, where the customer’s direct contribution to the value-creating process has its focus.
  • Roger, Ström, 1963-, et al. (författare)
  • Mobile marketing A literature review on its value for consumers and retailers
  • 2014
  • Ingår i: Journal of Retailing and Consumer Services. - Oxford : Pergamon Press. - 0969-6989. ; 21:6, s. 1001-1012
  • Tidskriftsartikel (refereegranskat)abstract
    • The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers. © 2014 Elsevier Ltd.
  • Wikström, Solveig, et al. (författare)
  • How is value created? - Extending the value concept in the Swedish context
  • 2018
  • Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 40, s. 249-260
  • Tidskriftsartikel (refereegranskat)abstract
    • This inductive study elaborates on the value concept and unpacks the process of how value is created in the Swedish food industry by combining the theoretical tool of goal hierarchy with the methods of network analysis. Through real world insights, on how consumers and retail firms act and coordinate their activities to fulfill their roles in consumer value creation, this study proposes a differing perspective that extends the value-in-use concept by identifying four sequential consumer activities. They are (i) reflections about what is important (value) in the specific consumption situation (the focal goal), (ii) the starting point of value creation (selection and application of means), (iii) the process involved in providing and enjoying holistic solutions, and (iv) ultimately its contribution to life fulfillment in the sense that value creation is meaningful. Thus, consumers create value by setting clear differential hierarchical goals that include the identification of resources and consumers’ own capacity before choosing the products and using them. The network analyses also reveal an additional space for supporting value creation: firm to firm interactions which add more resources to providers’ support of consumer value creation. The paper provides new real world insights on how consumers and firms act to fulfill their roles in consumer value creation. This knowledge helps retailers to better identify and manage value creation tools to support their customers in value creation.
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