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Although value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage co-creation behavior on various levels: a basic level related to communication of service errors and a moderate-high level related to participation in service innovation. This study also proposes modeling for two different segments according to the participation in a loyalty program and according to the relationship duration.

A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Confirmatory factor analysis and multigroup structural equation modeling techniques were used to assess the proposed model.

The results show differences in the formation of co-creation behaviors depending on the customers analyzed. To encourage communication of service errors, customers affiliated to the program and customers with the longest customer-firm relationships must trust the distributor. Perceived support is crucial in encouraging feedback on service errors among non-affiliated and new customers. For promoting service innovation, the most significant antecedent is perceived support, followed by trust, independently of whether or not the customer belongs to the loyalty program. Customers with the longest relationship participate in co-innovation motivated equally by trust and perceived support. Customers with shorter relationship duration only participate in co-innovation if they perceived support.

This study contributes to deepening knowledge of co-creation behavior in the field of retail distribution. To date, research in this context has not considered the existence of various levels of co-creation: the basic level related to feedback on service errors and the moderate/high level related to participation in service co-innovation. Nor have studies tested the influence of trust and perceived support on these co-creation behaviors. Further, this study is the first study to integrate two significant variables that moderate retailers' strategy in the same model: membership in a loyalty program and duration of customer-firm relationship.

The purpose of this paper is to introduce the concept of customer’s value to the retailer (CVR) from a marketing perspective. CVR is a broad concept that has two components: loyalty intentions to the retailer and intentions to try new products or brands that the retailer offers. This study proposes a theoretical model and considers the effect of three sources of CVR in consumer goods retailing: customer’s perceived functional service value, customer’s perceived private label brand (PLB) equity and customer’s perceived relationship value. The effects of the proposed antecedents are applied to two groups of customers: variety-seeking and non-variety-seeking consumers.

The questionnaire surveys were administered to customers of five retail firms with a nationwide presence in Spain (Carrefour, Auchan, Eroski, Mercadona, and El Corte Inglés). A total of 742 valid questionnaires was obtained.

The results show that the key differences between variety seekers (VS) and non-variety seekers (NVS) are imposed by PLB equity, which has a stronger relationship to both components of CVR for VS than for NVS. Relationship value has a stronger relationship to intention to try new products or brands for NVS than for VS. Finally, functional service value has a stronger relationship to intention to try new products or brands for VS than for NVS.

The results obtained for both groups have significant implications for segmentation and management of differentiated marketing strategies based on consumers’ characteristics (variety-seeking tendency).

This study establishes a new concept and measurement of CVR as determined by the customer him/herself. The paper provides a comprehensive analysis of how the relative importance of service, PLBs and relationships affect CVR. Finally, despite the fact that contemporary consumers tend to seek variety, the variety-seeking profile has not been used to date as a moderating variable in studies of CVR.

The effect of the antecedents of satisfaction on consumer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of consumer satisfaction – namely perceived quality and price.

To analyze the relationship between tourist consumer satisfaction and its main antecedents, we performed an empirical study on such issues with regard to the purchase of a package tour.

The results of this research are that the tourist's perception of quality has a positive and significant effect on his or her satisfaction. This effect is of greater magnitude than the effect produced by perceived price. The present study identifies two components in the total effect of perceived price on satisfaction. Those components have opposite signs: the negative effect of the sacrifice perceived by the consumer and the positive effect that shows the influence of price as a sign of quality. One can estimate the first effect from the price that the consumer recalls paying, which shows a non‐linear negative effect on satisfaction (following the model of “decreasing returns”). One can estimate the positive effect by the range of minimum and maximum prices that the consumer considers acceptable to pay for the product.

Entrepreneurs must know how improvement in service quality influences customer satisfaction and what price levels they might consider to increase consumer satisfaction and to influence positively the quality perceived by the consumer.

The main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturer's perspective, in the current context, which is one of intense competition between manufacturer and store brands. Particularly, this research pursues to analyse the profile of store brand manufacturers, their perceptions about the retail management of these brands and their own product management of the same.

A postal survey was carried out directed at manufacturing business units of mass consumer products in Spain. Multivariate techniques are used in the information analysis such as contingency tables, variance and principal component analysis.

The results highlight the differences between manufacturers and non‐manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising for store brands; the greater number of production and market motivations versus the relational motivations in the manufacture of store brands; the no convenience of producing store brands for leading manufacturers, and the slight differences in the manufacturing process between manufacturer and store brands.

The main limitation of this research is the fact that only the manufacturers' perceptions have been considered. It would be beneficial in future research to consider the opinion of retailers about their own management of these brands.

The main value of the paper is the empirical analyse of the store brand management from the manufacturer's perspective. This subject has been analysed from a general and basically theoretical perspective until now.

The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and test a measurement model that measures PLB brand equity across product lines.

A brand choice model is developed using a multinomial logit model and it is calibrated using a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three‐year period.

Prior research has considered PLB as the unbranded alternative to manufacturer brands. In this research empirical evidence is provided that PLB have built brand equity throughout their development and that this equity varies across the different PLB offered in the market, and across product lines.

These findings offer valuable insights to retailers on how to manage PLB and to manufacturers on how to approach and compete against them.

The vast majority of academic research has not approached the PLB phenomenon from a branding perspective. This research constitutes a first attempt to measure brand equity on PLB. It measures PLB brand equity for each typology of PLB in the market.

The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase intention) in an international context and to investigate how each of them is influenced by selected perceptual characteristics of consumers, psychographic consumer traits and product evaluative criteria.

The data were obtained from a survey of 1,118 shoppers from six different countries. Consecutive chained multiple and logistic regression models that incorporated the main antecedents into each stage were applied.

The main results are as follows: first, quality inferences based on brand image and reputation have a significant positive effect on SB attitude; second, shoppers’ propensity to explore and their risk perceptions are antecedents of SB preference rather than SB attitude; and finally, impulsiveness has a significant positive impact on SB purchase intention.

The results can assist retailers in developing strategies according to the specific phase of their customers’ evaluative process: promoting expert recommendations and opinion-leader testimonials in the attitude formation stage, investing in innovation in the preference formation stage and improving the overall shopping experience in the purchase intention stage.

This paper extends research on the consumer decision-making process by empirically demonstrating that SB preference is a mediating variable between SB attitude and SB purchase intention. From a practical perspective, this work involves an extensive empirical study that aggregates data from shoppers across six Western countries. This multinational sample offers a high degree of external validity and generalisation of the results obtained.

The aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of PLB equity varies across consumer segments and product categories. The paper builds on previous research incorporating consumer‐level factors, showing their relevance as key determinants of PLB choice.

The brand choice model used is a multinomial logit model (MNL) calibrated with a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three‐year period.

It is shown that PLB have been able to build brand equity throughout their development, across product categories; however, brand equity is capitalized across only some consumer segments. The use of consumer‐level factors to segment the market prior to measuring brand equity is necessary to allow the identification of consumer groups where equity is created.

Findings provide key directions to PLB managers regarding how to determine, approach and leverage the equity of their PLB across different consumer segments and product categories.

Prior research has attempted to measure PLB equity using product/brand factors and market factors, but without considering consumer‐level factors. In this research, consumer‐level factors, specifically consumer demographics, are incorporated into the analysis, and equity is measured across seven different consumer segments for two product lines.

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.

The paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.

The paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.

The main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models or could only be considered to explain the inter‐category differences.

The results obtained have interesting implications for manufacturers and retailers in the management of the brands in their product portfolio and in the management of their relationships in the distribution channel.

This research provides integrated modelling of the store brand market share by jointly considering cross‐sectional and time effects using the panel methodology and proves that considering time avoids some counter‐intuitive results of cross‐sectional research.

The purpose of this paper is to explore the survival of university spin-offs (USOs) in Spain. First, the survival rates of USOs are compared with those of a group of similar firms. Second, the firm-specific characteristics of surviving USOs are compared with those of failed USOs.

The study is based on two subsamples consisting of 469 USOs and 469 non-USOs. A matching procedure is used for identifying a valid control group that allows for an outcome comparison between USOs and non-USOs. A longitudinal data set (2000-2010) is constructed, combining data regarding firm-specific characteristics and patent activity. The survival rates of both USOs and non-USOs are described first, and then, the firm-specific characteristics of the surviving USOs are discussed and compared with those of the failed USOs.

The authors find that the survival rates of the USOs are slightly lower than those of the non-USOs. In addition, the failed USOs have a longer average life span than the failed non-USOs. Finally, the data show that the surviving USOs are more likely to have venture capital investors, exports and patents than the failed USOs.

This study carries out an explanatory analysis of the survival of Spanish USOs. As the results showed no significant differences between the characteristics of the surviving USOs and those that failed, except for subtle differences in the profiles of the two groups, it is necessary to analyse the underlying causes of this situation.

In many countries, large amounts of public funds have been invested in the creation of USOs. This policy only makes sense if these firms increase the business value and create jobs. The support of USOs with a low expectation of survival or economic viability opens a debate on the amount of public funds invested in these firms. In the current context, funding obtained by these companies could be considered to drain resources from those projects that really deserve to be targeted.

The creation of USOs has become a mainstay of universities’ entrepreneurship strategies. Analysing USOs’ survival is therefore crucial for understanding the contribution of entrepreneurial universities to society. Survival is not another measure of this performance, but it is a pre-condition for university-based entrepreneurship to have an effect on society.