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Literature review范文

时间:2015-07-01 17:51来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

Chapter 2 Literature Review


2.1 Introduction


In this chapter we will look at the concept of brand equity and its importance in accomplishing a competitive edge for the firms involved. Next, the different methods for measuring brand equity are addressed. Later on, the development of retailer equity concept and it different definitions will be addressed, followed by an over view about the alternative models proposed by researchers to measure customer based retailer equity. Furthermore, I discuss the different dimensions of customer based retailer equity and how customer perception of value (e.g. merchandise value, inter-personal quality and in store atmosphere/image) could affect retailer equity and how the effect of the customer value will be addressed on both levels of customer loyalty (repurchase and attitudinal loyalty). Finally we will end the chapter by looking at the consequences of the customers' perceived value and loyalty on retail equity.


2.2 Retailers in Kuwait


Kuwait has an attractive retail sector for a small country. It varies between crowded market streets in the center of Kuwait City to top class air-conditioned shopping malls both in the suburbs and the city center. Estimates are that by 2010, the gross leasable area (GLA) in Kuwait's retail sector is to reach 1.15m sq meters, compared to the 345,000 sq meters in 2006. This gives Kuwait a very high ratio of GLA to population. This means that retailers are faced with intensified, differentiated and undifferentiated competition. The retail sector varies between apparel, restaurants, grocery and general merchandise.


There are also variations in marketing strategy due to a growth in discount retailing which has increased the pressure on traditional retail and increased the competition between and within the different retail formats. From this base retailers should develop the knowledge and understand of how to position themselves in the market and how the brand they offer affects their image and value to customer and how to build their equity and benefit the most from it.


2.3 Brand Equity


As the number of advantages a company can gain from building a strong brand name has increased radically in the past decade, many organizations have placed it on top of their marketing priority. According to Aaker (1991, 1996) a strong brand name helps a firm create individuality in the market place and build competitive advantages that are based on non-price competition. Also, Keller (2003) pointed out that strong brand equity can have direct impact on a firm's ability to charge higher prices and customers' willingness to seek out new distribution channels, with effective marketing communications and this increases the opportunities of expansion and franchising. Moreover, Delgado-Ballester and Munuera-Aleman (2005) add that brand names create resistance to competitors, provide larger margins, greater intermediary co-operation and support, and brand expansion opportunities. All these are considered to be adding value to the brand because of its brand name.


According to Yasin et al ( 2007, p.39) the 1989 Marketing Science Institute defines brand equity as 'the value that is added by the name and rewarded in the market with better profit margins or market shares. It can be viewed by customers and channel members as both a financial asset and as a set of favorable associations and behaviors'. In more simple terms, brand equity is the value added by the brand name to the products, the retailers or/and the consumers.(责任编辑:BUG)

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