• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Business and Management >Customer Based Retail Brand Equity (RBE) Dimensions Effect on Retail Brand Equity for OK Supermarket in Bindura
【24h】

Customer Based Retail Brand Equity (RBE) Dimensions Effect on Retail Brand Equity for OK Supermarket in Bindura

机译：基于客户的零售品牌资产（RBE）维度对Bindura OK超市的零售品牌资产的影响

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The concept of retail brand equity has become a competitive tool for successful retailers in today’s competitive market characterised by increase in demands by customers, increased competition and shrinking disposable income. Most stores have realised that it is cheaper to retain than to attain new customers through brand equity. This study sought to determine the nature of relationship between retail brand equity dimensions and retail brand equity for OK supermarket in Bindura. OK supermarkets are the biggest retail chain in Zimbabwe by number of outlets and market share but with dollarization the country has seen increased interest by big some of the big players in Southern Africa like Pick n Pay and Shoprite. It follows that for OK to maintain its pole position it can no longer afford to do business as usual, brand equity provides a sustainable competitive advantage. A sample of 100 respondents was interviewed at the store front. The results revealed that brand awareness, loyalty and perceived quality have significant impact on brand equity. The store managers were urged to increase promotional activities, loyalty programs and psychological factors (tangibles and intangibles) so that the firm could increase brand equity.
机译：在当今竞争激烈的市场中，零售品牌资产的概念已成为成功零售商的竞争工具，其特点是客户需求增加，竞争加剧和可支配收入减少。大多数商店已经意识到，保留品牌要比通过品牌资产获得新客户便宜。本研究旨在确定Bindura的OK超市的零售品牌资产规模与零售品牌资产之间关系的性质。按门店数量和市场份额计算，OK超市是津巴布韦最大的零售连锁店，但随着美元化，该国已经看到南部非洲一些大型企业（例如Pick n Pay和Shoprite）的兴趣增加。因此，为了保持OK的领导地位，OK不再能够照常营业，品牌资产提供了可持续的竞争优势。店面接受了100名受访者的抽样调查。结果表明，品牌知名度，忠诚度和感知质量对品牌资产具有重大影响。敦促商店经理增加促销活动，忠诚度计划和心理因素（有形和无形的），以便公司可以增加品牌资产。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号