Efectos del desarrollo sostenible percibido por el consumidor. Una propuesta de modelo de hipermercados en Ecuador

Palabras clave: desarrollo sostenible, percepción del consumidor, valor percibido, capital de marca, lealtad

Resumen

El objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de una muestra de 317 clientes de hipermercados en Ecuador. Los resultados, aplicando una metodología exploratoria y confirmatoria, combinada con regresión por mínimos cuadrados parciales, mostraron que tanto las acciones de desarrollo sostenible como el valor percibido son pilares maestros sobre los que se puede apoyar la estrategia minorista. Ambas se muestran como variables clave por su naturaleza, en cuanto son multidimensionales, y por su alcance, al permitir construir la lealtad del consumidor hacia el hipermercado a través de su capital de marca.

Descargas

La descarga de datos todavía no está disponible.

Citas

Aaker, D. A. (1991). Managing Brand equity. New York: The Free Press.

Aggeri, F., Pezet, E., Abrassart, C. y Acquier, A. (2005). Organiser le développement durable: Expériences des entreprises pionnières et formation de règles d'action collective. Actualité des livres. Revue Française de Gestion, 170(1), 191-196.

Álvarez, M. (2016). Retos de América Latina: agenda para el desarrollo sostenible y negociaciones del siglo XXI. Revista Problemas del Desarrollo, 186(47) 9-30. http://doi.org/10.1016/j.rpd.2016.08.002

Andrews, M., Luo, X., Fang, Z. y Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120-142. https://doi.org/10.1509/jm.14.0003

Arnett, D. B., Laverie, D. A. y Meiers, A. (2003). Developing parsimonious retailer equity indexes using partial least squares analysis: A method and applications. Journal of Retailing, 79(3), 161-170. https://doi.org/10.1016/S0022-4359(03)00036-8

Atulkar, S. y Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39, 23-34. https://doi.org/10.1016/j.jretconser.2017.06.013

Awan, M., Ho, H. y Khan, H. (2017). Possible effect of merger and acquisition on brand equity: A case study of the IT industry in South Korea. International Journal of Business and Information, 12(1), 1-38. http://dx.doi.org/10.6702/ijbi.2017.12.1.1

Bartels, J., Reinders, M. J. y Van Haaster, D. W. (2015). Perceived sustainability initiatives: Retail managers' intrinsic and extrinsic motives. British Food Journal, 117(6), 1720-1736. https://doi.org/10.1108/BFJ-11-2014-0362

Bergman, M. M., Bergman, Z. y Berger, L. (2017). An empirical exploration, typology, and definition of corporate sustainability. Sustainability, 9(5), 753. http://doi.org/10.3390/su9050753

Artaraz, M. (2002). Teoría de las tres dimensiones de desarrollo sostenible. Ecosistemas, 11(2). Recuperado el 22 de marzo de 2017, de: Recuperado el 22 de marzo de 2017, de: https://revistaecosistemas.net/index.php/ecosistemas/article/viewFile/614/580

Bobe, C. y Dragomir, V. D. (2010). The sustainability policy of FIVE leading european retailers. Accounting and Management Information Systems, 9(2), 268-283.

Borja, J. (2016). Superintendencia de control del poder de mercado. Recuperado el 22 de marzo de 2017, de: Recuperado el 22 de marzo de 2017, de: http://www.scpm.gob.ec

Brockhaus, S., Amos, C., Fawcett, A. M., Knemeyer, A. M. y Fawcett, S. E. (2017). Please Clap! How customer service quality perception affects the authenticity of sustainability initiatives. Journal of Marketing Theory and Practice, 25(4), 396-420. https://doi.org/10.1080/10696679.2017.1345594

Brunk, K. H. (2010). Exploring origins of ethical company/brand perceptions: A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262. https://doi.org/10.1016/j.jbusres.2009.03.011

Cacho-Elizondo, S. y Loussaïef, L. (2010). The influence of sustainable development on retail store image. International Business Research, 3(3), 100-110.

Cai, L. y He, C. (2014). Corporate environmental responsibility and equity prices. Journal of Business Ethics, 125(4), 617-635. https://doi.org/10.1007/s10551-013-1935-4

Carmines, E. G. y Zeller, R. A. (1979). Reliability and validity assessment. London: Sage Publications.

Chang, H. J. y Jai, T. M. (2015). Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions. Social Responsibility Journal, 11(4), 853-867. https://doi.org/10.1108/SRJ-07-2014-0095

Charrière, V. y Morin-Delerm, S. (2011). Chapter 12 consumer perception of French retailers' commitment to sustainable development. In G. Eweje & M. Perry (Eds.), Business and sustainability: Concepts, strategies and changes (Critical studies on corporate responsibility, governance and sustainability , vol. 3) (pp. 261-291). Bingley: Emerald Group Publishing Limited. https://doi.org/10.1108/S2043-9059(2011)0000003020

Cho, I. y Jang Y. S. (2017). Cultural difference of customer equity drivers on customer loyalty: A cross-national comparison between South Korea and United States. Quality Innovation Prosperity, 21(2), 1-19. http://dx.doi.org/10.12776/qip.v21i2.881

Coca, V., Dobrea, M. y Vasiliu, C. (2013). Towards a sustainable development of retailing in Romania. Amfiteatru Economic Journal, 15(Special Issue 7), 583-602.

Corporación Favorita (2017). Sostenibilidad. Recuperado el 20 de marzo de 2017, de: Recuperado el 20 de marzo de 2017, de: http://www.corporacionfavorita.com/sostenibilidad/

Diallo, M. F. y Lambey-Checchin, C. (2017). Consumers’ perceptions of retail business ethics and loyalty to the retailer: The moderating role of social discount practices. Journal of Business Ethics, 141(3), 435-449. https://doi.org/10.1007/s10551-015-2663-8

Diamantopoulos, A. y Winklhofer, H. M. (2001). Index consruction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38(2), 269-277. https://doi.org/10.1509/jmkr.38.2.269.18845

Diamantopoulos, A., Riefler, P. y Roth, K. P. (2008). Advancing formative measurement models. Journal of Business Research, 61(12), 1203-1218. https://doi.org/10.1016/j.jbusres.2008.01.009

Fornell, C. y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Fuentes-Blasco, M., Moliner-Velázquez, B., Servera-Francés, D. y Gil-Saura, I. (2017). Role of marketing and thechnological innovation on store equity, satisfaction and Word-of-mouth in retailing. Journal of Product & Brand Management, 26(6), 650-666. https://doi.org/10.1108/JPBM-07-2016-1279

Gallarza, M. G., Arteaga-Moreno, F., Del Chiappa, G. y Gil-Saura, I. (2016). Intrinsinc value dimensions and the value-satisfaction-loyalty chain: A causal model for services. The Journal of Services Marketing, 30(2), 165- 185. https://doi.org/10.1108/JSM-07-2014-0241

Gallarza, M. G., Ruiz-Molina, M. E. y Gil-Saura, I. (2016). Stretching the value-satisfaction-loyalty chain by adding value dimensions and cognitive and affective satisfactions: A casual model for retailing. Management Decision, 54(4), 981-1003. https://doi.org/10.1108/MD-07-2015-0323

Gallarza, M. G., Arteaga, F., Del Chiappa, G., Gil-Saura, I. y Holbrook, M. B. (2017). A multidimensional service-value scale based on Holbrook’s typology of customer value: Bridging the gap between the concept and its measurement. Journal of Service Management, 28(4), 724-762. https://doi.org/10.1108/JOSM-06-2016-0166

Gil-Saura, I., Ruiz-Molina, M. E., Michel, G. y Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111-136. https://doi.org/10.1080/09593969.2012.746716

Gil-Saura, I., Ruiz-Molina, M. E. y Berenguer-Contrí, G. (2016). Store equity and behavioral intentions: the moderating role of the retailer’s technology. Journal of Product & Brand Management, 25(7), 642-650. https://doi.org/10.1108/JPBM-11-2015-1035

Gil-Saura, I, Berenguer-Contrí, G., Molina, M. E. R. y Michel, G. (2017a). Customer segmentation based on store equity: What explains customer store preference? Journal of Brand Management, 24(6), 546-561. http://dx.doi.org/10.1057/s41262-017-0049-1

Gil-Saura, I., Šerić, M., Ruiz-Molina, M. E. y Berenguer-Contrí, G. (2017b). The causal relationship between store equity and loyalty: Testing two alternative models in retailing. Journal of Brand Management, 24(2), 193- 208. http://dx.doi.org/10.1057/s41262-016-0024-2

Girard, T., Trapp, P., Pinar, M., Gulsoy, T. y Boyt, T. E. (2017). Consumer-based brand equity of a private-label brand: Measuring and examining determinants. Journal of Marketing Theory and Practice, 25(1), 39-56. https://doi.org/10.1080/10696679.2016.1236662

Gonçalves, M. F., Menezes, J. y Marques, C. (2015). Grocery consumer relational perceptions in green consumption context. Tourism & Management Studies, 11(1), 160-163. https://www.redalyc.org/pdf/3887/388743883020.pdf

Gonzalez-Lafaysse, L. y Lapassouse-Madrid, C. (2016). Facebook and sustainable development: A case study of a French supermarket chain. International Journal of Retail & Distribution Management, 44(5), 560-582. https://doi.org/10.1108/IJRDM-01-2015-0012

González, M. P. (2012). Oferta de Consumo responsable en hipermercados de España. Boletín económico de ICE, (3027), 35-52.

Gulyás, E. (2011). Sustainability issues in the ethical codes of hypermarkets: A case for inefficient self-regulation. Society and Economy, 33(1), 111-129. http://dx.doi.org/10.1556/SocEc.33.2011.1.9

Hair, J. F., Ringle, C. M. y Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202

Hair, J. F., Hult, G. T. M., Ringle, C. y Sarstedt, M. (2016). A primer on partial least squares structural equiation modeling (PLS-SEM). Los Ángeles: Sage Publications.

Hampl, N. y Loock, M. (2013). Sustainable development in retailing: What is the impact on store choice? Business Strategy and the Environment, 22(3), 202-216. https://doi.org/10.1002/bse.1748

Hanaysha, J. R. (2018). Customer retention and the mediating role of perceived value in retail industry. World Journal of Entrepreneurship, Management and Sustainable Development, 14(1), 2-24. https://doi.org/10.1108/WJEMSD-06-2017-0035

He, A. y Hong, L. (2017). Impact of the retailer’s environmental sustainability in consumer support. Journal of Bussines Economics, 1(2), 14-24.

Hur, W. M., Kim, H. y Woo, J. (2014). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75-86. https://doi.org/10.1007/s10551-013-1910-0

Iglesias, O., Markovic, S., Singh, J. J. y Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 154(2) 441-459. https://doi.org/10.1007/s10551-017-3455-0

Jones, P., Comfort, D. y Hillier, D. (2011). Sustainability in the global shop window. International Journal of Retail & Distribution Management, 39(4), 256-271. https://doi.org/10.1108/09590551111117536

Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing Research, 57(1), 1-22.

Kessous, A., Boncori, A. L. y Paché, G. (2016). Are consumers sensitive to large retailers' sustainable practices? A semiotic analysis in the French context. Journal of Retailing and Consumer Services, 32, 117-130. https://doi.org/10.1016/j.jretconser.2016.06.008

Klour, S. A. E. y Saraie, M. O. (2016). The effect of awareness, association and perceived quality of retail on shopping intention regarding mediating role of loyalty to retailing (case study: Najm Hypermarket In Rasht). Turikish Online Journal of Desing Art and Communication , (6), 253-262.

Lavorata, L. (2014). Influence of retailers’ commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior. Journal of Retailing and Consumer Services, 21(6), 1021-2027. https://doi.org/10.1016/j.jretconser.2014.01.003

Lavorata, L. y Mugel, O. (2017). Compréhension des mécanismes de construction des stratégies de développement durable des distributeurs indépendants: Une étude qualitative. Revue de l’organisation responsable, 12(1), 34-52.

Lombart, C. y Louis, D. (2014). A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers’ reactions-satisfaction, trust and loyalty to the retailer. Journal of Retailing and Consumer Services, 21(4), 630-642. https://doi.org/10.1016/j.jretconser.2013.11.009

Marín, A. y Gil-Saura, I. (2017). Innovar en el comercio minorista: influencia de las TIC y sus efectos en la satisfacción del cliente. Cuadernos de Gestión, 17(2), 109-134. https://doi.org/10.5295/cdg.150556am

Marín-García, A., Gil-Saura, I. y Ruíz-Molina, M.E. (2019). How do innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing. Journal of Product and Brand Management, (ahead-of-print). https://doi.org/10.1108/JPBM-12-2018-2173

Moliner-Velázquez, B., Fuentes-Blasco, M. y Gil-Saura, I. (2019). Effects of value and innovation on brand equity in retailing. Journal of Brand Management, 26(6), 658-674. https://doi.org/10.1057/s41262-019-00159-5.

Nikhashemi, S. R., Tarofder, A. K., Gaur, S. S. y Haque, A. (2016). The effect of customers’ perceived value of retail store on relationship between store attribute and customer brand loyalty: Some insights from Malaysia. Procedia Economics and Finance, 37, 432-438. https://doi.org/10.1016/S2212-5671(16)30148-4

Nunnally, J. C. y Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44.

ONU (2015). Agenda 2030 A/RES/70/1. Recuperado el 25 de marzo de 2017, de: Recuperado el 25 de marzo de 2017, de: http://www.un.org/sustainabledevelopment/es/

Reinartz, W., Dellaert, B., Kraft, M., Kumar, V. y Varadarajan, R. (2011). Retailing innovations in a globalizing retail market environment. Journal of Retailing, 87, 53-66. https://doi.org/10.1016/j.jretai.2011.04.009

Revista Líderes (2016). Revista Líderes, Ahora las compras son más planificadas. Recuperado el 20 de marzo de 2017, de: Recuperado el 20 de marzo de 2017, de: https://www.revistalideres.ec/

Richards, C. y Zen, I.S. (2016). From surface to deep corporate social responsibility: The Malaysian no plastic bags campaign as both social and organizational learning. Journal of Global Responsibility, 7(2), 275- 287. https://doi.org/10.1108/JGR-04-2016-0010

Rindell, A., Svensson, G., Mysen, T., Billström, A. y Wilén, K. (2011). Towards a conceptual foundation of ‘Conscientious Corporate Brands’. Journal of Brand Management, 18(9), 709-719. https://doi.org/10.1057/bm.2011.38

Ruiz-Molina, M. E., Gil-Saura, I. y Calderón, H. G. (2010). El efecto moderador de la edad en la relación entre el valor percibido, las TIC del minorista y la lealtad del cliente. Cuadernos de Economía y Dirección de la Empresa, 13(43), 65-91. https://doi.org/10.1016/S1138-5758(10)70010-4

Sanclemente-Téllez, J.C. (2015). La responsabilidad social empresarial (RSE) de los pequeños distribuidores minoristas. Clío América, 9(17), 42-56.

Servicio de Rentas Internas. (2016). Ingresos de grupos económicos. Recuperado el 9 de abril de 2017, de: Recuperado el 9 de abril de 2017, de: http://www.sri.gob.ec

Shamim, A., Ghazali, Z., Khan, Z. y Jamak, A. B. S. A. (2017). Gender and ethnic group differences in customer citizenship behavior. Global Business and Management Research, 9(1), 546-554.

Shen, P. (2010). A study on the multi-dimensional relationship between consumer shopping value and retailer brand equity. Marketing Sciencie Innovations and Economic Development - Proceedings of 2010 Summit Inernational Marketing Sciencie and Management Technology Conference, 128-132. Beijing , China.

Sierra, V., Iglesias, l., Markovic, S. y Singh, J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144(3), 661-676. https://doi.org/10.1007/s10551-015-2855-2

Su, J. y Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107. https://doi.org/10.1108/IJRDM-01-2016-0015

Sweeney, J. C. y Soutar, G. N. (2001), Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

Swoboda, B., Berg, B. y Dabija, D. C. (2014). International transfer and perception of retail formats: A comparison study in Germany and Romania. International Marketing Review, 31(2), 155-180. https://doi.org/10.1108/IMR-11-2012-0190

Turker, D. y Altuntas, C. (2014). Sustainable supply chain management in the fast fashion industry: An analysis of corporate reports. European Management Journal, 32, 837-849. https://doi.org/10.1016/j.emj.2014.02.001

Walsh, G., Shiu, E. y Hassan, L. M. (2014). Replicating, validating, and reducing the length of the consumer perceived value scale. Journal of Business Research, 67(3), 260-267. https://doi.org/10.1016/j.jbusres.2013.05.012

Yip, A. W. y Bocken, N. M. (2018). Sustainable business model archetypes for the banking industry. Journal of Cleaner Production, 174, 150-169. https://doi.org/10.1016/j.jclepro.2017.10.190

Yoo, B. y Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand city scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3

Yoo, B., Donthu, N. y Sungo, L. (2000). An examination of selected marketing mix element s and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

Zen, I. S., Ahamad, R. y Omar, W. (2013). No plastic bag campaign day in Malaysia and the policy implication. Environment, Development and Sustainability, 15(5), 1259-1269. https://doi.org/10.1007/s10668-013-9437-1

Publicado
2020-01-31
Cómo citar
Sánchez-González, I., Gil-Saura, I., & Ruiz-Molina, M. E. (2020). Efectos del desarrollo sostenible percibido por el consumidor. Una propuesta de modelo de hipermercados en Ecuador. Estudios Gerenciales, 36(154), 27-42. https://doi.org/10.18046/j.estger.2020.154.3470
Sección
Artículo de investigación