Brand equity applied to the FMCG industry before and during the covid-19 pandemic: A case study of private label products in Ireland

Javier Casanoves-Boix; Ana Cruz-García; Sonia García-Lafuente

doi:10.31637/epsir-2025-1715

Autores/as

Javier Casanoves-Boix Universitat de València https://orcid.org/0000-0001-6993-8708
Ana Cruz-García Munster Technological University https://orcid.org/0000-0003-0202-2142
Sonia García-Lafuente Valencian International University

DOI:

https://doi.org/10.31637/epsir-2025-1715

Palabras clave:

marketing, brand equity, FMCG industry, private label products, covid-19 pandemic, gender, regression techniques and analysis of variance, Ireland

Resumen

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the COVID-19 pandemic. Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume these kinds of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool. Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during COVID-19, with perceived quality being the most significant variable. There were also significant differences in mean brand equity before and during the COVID-19 pandemic. However, gender was not found to be an influential factor on mean brand equity and the other variables influencing it. Conclusions: This research, with its focus on empirical evidence, bridges the gap between theoretical concepts and real-world applications, positioning the findings as an important resource for decision-making in the competitive retail landscape.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Javier Casanoves-Boix, Universitat de València

Dr Javier Casanoves-Boix is a Lecturer in Marketing at the Faculty of Economics, University of Valencia, Spain. His research interests focus on marketing and branding. He has published articles in several peer-reviewed journals (such as European Journal of Management and Business Economics, Revista de Investigación Educativa, and UCJC Business and Society Review, among others) and is the author of several books and book chapters related to his field of research in several peer-reviewed publishers (such as Dykinson, Thomson Reuters Aranzadi, and Tirant lo Blanch, among others).

Ana Cruz-García, Munster Technological University

Dr Ana Cruz-García holds a BA in Modern Languages (English, French and Italian) from the University of Granada, Spain. Her Ph.D. is in Latin American Literature. She was a member of the Department of Spanish, Portuguese, and Latin American Studies at University College Cork, Ireland, until 2008 and has published extensively on women's writing and Latin American cinema. Since 2007 she has been a Lecturer in Spanish language and culture at Munster Technological University, Ireland. She also holds a degree in Business Studies and Management and has since supervised the MA in International Business. She is also an active researcher for the Hincks Centre for Entrepreneurship Excellence, with a particular interest in women and migrant entrepreneurship.

Sonia García-Lafuente, Valencian International University

Ms. Sonia García Lafuente is a Lecturer at the Higher School of Science and Technology, and the Faculty of Social and Legal Sciences at the Valencian International University, Spain. Her research interests include marketing and branding, and Bayesian inference for defining mathematical models with applications in epidemiology. She is the author of several book chapters related to his area of research, published by Dykinson. He has also participated in conferences related to educational innovation.

Citas

Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32. https://doi.org/10.1108/eb039503 DOI: https://doi.org/10.1108/eb039503

Araya-Pizarro, S. (2022). Valor de marca del pisco chileno: aportes desde la región pisquera de Chile. RETOS. Revista de Ciencias de la Administración y Economía, 12(23), 139-159. https://doi.org/10.17163/ret.n23.2022.09 DOI: https://doi.org/10.17163/ret.n23.2022.09

Aydin, G., & Ulengin, B. (2015). Effect of consumer-based brand equity on purchase intention: Considering socioeconomic status and gender as moderating effects. Journal of Euromarketing, 24(2), 107-119. https://doi.org/10.9768/0024.02.107 DOI: https://doi.org/10.9768/0024.02.107

Azamat, K., Galiya, J., Bezhan, R., & Nurdana, Z. (2023). The impact of intangible assets on the value of FMCG companies worldwide. Journal of Innovation & Knowledge, 8(1), 100330. https://doi.org/10.1016/j.jik.2023.100330 DOI: https://doi.org/10.1016/j.jik.2023.100330

Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise. Journal of Product & Brand Management, 22(3), 218-228. https://doi.org/10.1108/JPBM-02-2013-0262 DOI: https://doi.org/10.1108/JPBM-02-2013-0262

Buil, I., Martínez, E., & De Chernatony, L. (2010). Medición del valor de marca desde un enfoque formativo. Cuadernos de gestión, 10, 167-196. https://doi.org/10.5295/cdg.100204ib DOI: https://doi.org/10.5295/cdg.100204ib

Casanoves-Boix, J., Pinazo-Dallenbach, P., & Flores-Pérez, J. R. (2020). The perception of educational brand capital in the Spanish context: A proposal for measurement with internal stakeholders. Harvard Deusto Business Research, 9(1), 40-52. http://bit.ly/49nMw9P DOI: https://doi.org/10.3926/hdbr.265

Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Research in Marketing, 52(1), 43-66. https://doi.org/10.2501/S1470785310201053 DOI: https://doi.org/10.2501/S1470785310201053

De Wulf, K., Odekerken-Shröder, G., Goedertier, F., & Van Ossel, G. (2005). Consumer perceptions of store brands versus national brands. Journal of Consumer Marketing, 22(4), 223-232. https://doi.org/10.1108/07363760510605335 DOI: https://doi.org/10.1108/07363760510605335

Delgado-Ballester, E. y Munuera, J. L. (2002). Medición del capital de marca con indicadores formativos. Investigación y Marketing, 75(9), 16-20. https://bit.ly/4fGmr8c

DelVecchio, D. (2001). Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics. Journal of Retailing and Consumer Services, 8(5), 239-249. https://doi.org/10.1016/S0969-6989(00)00030-8 DOI: https://doi.org/10.1016/S0969-6989(00)00030-8

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75. https://doi.org/10.1080/10696679.2001.11501897 DOI: https://doi.org/10.1080/10696679.2001.11501897

Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3). https://bit.ly/3CLUBJ6

Feldwick, P. (1996). Do we really need ‘brand equity’?. Journal of Brand Management, 4(1), 9-28. https://doi.org/10.1057/bm.1996.23 DOI: https://doi.org/10.1057/bm.1996.23

Gázquez-Abad, J. C., Martinez-Lopez, F. J., & Esteban-Millat, I. (2017). The role of consumers' attitude towards economic climate in their reaction to ‘PL-only’ assortments: Evidence from the United States and Spain. Journal of Retailing and Consumer Services, 34, 340-348. https://doi.org/10.1016/j.jretconser.2016.07.012 DOI: https://doi.org/10.1016/j.jretconser.2016.07.012

Griffith, R., O'Connell, M., & Smith, K. (2016). Shopping around: how households adjusted food spending over the great recession. Economica, 83, 247-280. https://doi.org/10.1111/ecca.12166 DOI: https://doi.org/10.1111/ecca.12166

Gupta, L., & Singh, R. K. (2024). Exploring the role of user-generated content in building brand image & reputation of FMCG brand. ACADEMICIA: An International Multidisciplinary Research Journal, 14(4), 39-51. https://doi.org/10.5958/2249-7137.2024.00007.3 DOI: https://doi.org/10.5958/2249-7137.2024.00007.3

Harcourt, H. (2024). Perceived Brand Quality and Marketing Effectiveness of Quoted Fast Moving Consumer Goods (FMCG) Companies in Rivers State. International Journal of Advanced Academic Research, 10(5), 1-11. https://doi.org/10.5281/zenodo.11117248

Hobbs, J. E. (2020). Food supply chains during the COVID‐19 pandemic. Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, 68(2), 171-176. https://doi.org/10.1111/cjag.12237 DOI: https://doi.org/10.1111/cjag.12237

Hossain, M. I., Polas, M. R. H., Rahman, M. M., Islam, T., & Jamadar, Y. (2020). An exploration of COVID-19 pandemic and its consequences on FMCG industry in Bangladesh. Journal of Management Info, 7(3), 145-155. https://doi.org/10.31580/jmi.v7i3.1484 DOI: https://doi.org/10.31580/jmi.v7i3.1484

Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. https://ssrn.com/abstract=2216933 DOI: https://doi.org/10.1016/j.jbusres.2011.02.003

Ivanov, D. (2020). Predicting the impacts of epidemic outbreaks on global supply chains: A simulation-based analysis on the coronavirus outbreak (COVID-19/SARS-CoV-2) case. Transportation Research Part E: Logistics and Transportation Review, 136, 101922. https://doi.org/10.1016/j.tre.2020.101922 DOI: https://doi.org/10.1016/j.tre.2020.101922

Joshi, A., & Nema, G. (2017). Marketing strategies in creating brand image of FMCG in India with special reference to store promotion. Asian Journal of Management, 8(4), 975-982. https://doi.org/10.5958/2321-5763.2017.00151.2 DOI: https://doi.org/10.5958/2321-5763.2017.00151.2

Kankam, G. (2022). The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana. Marketing and Branding Research, 9(1), 1-17. https://doi.org/10.33844/mbr.2022.60332 DOI: https://doi.org/10.33844/mbr.2022.60332

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers. https://bit.ly/3VatxJL

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101 DOI: https://doi.org/10.1177/002224299305700101

Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131. https://doi.org/10.1177/0010880404264507 DOI: https://doi.org/10.1177/0010880404264507

Lee, G. C., & Leh, F. (2011). Dimensions of customer-based brand equity: A study on Malaysian brands. Journal of Marketing Research and Case Studies, 1-10. https://doi.org/10.5171/2011.821981 DOI: https://doi.org/10.5171/2011.821981

Lee, H. J., Kumar, A., & Kim, Y. K. (2010). Indian consumers' brand equity toward a US and local apparel brand. Journal of Fashion Marketing and Management: An International Journal, 14(3), 469-485. https://doi.org/10.1108/13612021011061898 DOI: https://doi.org/10.1108/13612021011061898

Liu, C. R., Liu, H. K., & Lin, W. R. (2015). Constructing customer‐based museums brand equity model: The mediating role of brand value. International Journal of Tourism Research, 17(3), 229-238. https://doi.org/10.1002/jtr.1979 DOI: https://doi.org/10.1002/jtr.1979

Loureiro, S. M. C. (2017). Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context. International Journal of Retail & Distribution Management, 45(10), 1095-1113. https://doi.org/10.1108/IJRDM-10-2016-0196 DOI: https://doi.org/10.1108/IJRDM-10-2016-0196

Macias, W., Barquet-Arenas, G., & Yambay-Aucancela, J. (2024). Brand equity and purchase decision of fast-moving consumer goods. Tec Empresarial, 18(2), 97-114. http://dx.doi.org/10.18845/te.v18i2.7142 DOI: https://doi.org/10.18845/te.v18i2.7142

Mannai, J., & Opacic, N. (2023). Extending the line: A case study of the marketing strategies used when managing cannibalization in the FMCG industry. https://bit.ly/4g6gbGj

Matarid, N. M., Youssef, M. A. M., & Alsoud, G. A. (2014). The impact of brand extension strategy on the brand equity of fast moving consumer goods (FMCG) in Egypt. European Journal of Business and Management, 6(21), 154-163. https://bit.ly/3CIfAfX

Mohan, B., & Sequeira, A. H. (2012). Customer Based Brand Equity in the Fast Moving Consumer Goods Industry in India. The International Journal of Management, 1(4). https://ssrn.com/abstract=2783249

Moolla, A. I., & Bisschoff, C. A. (2012). Validating a model to measure the brand loyalty of fast moving consumer goods. Journal of Social Sciences, 31(2), 101-115. https://doi.org/10.31901/24566756.2012/31.02.01 DOI: https://doi.org/10.1080/09718923.2012.11893019

Ngobo, P. V. (2011). Private label share, branding strategy and store loyalty. Journal of Retailing and Consumer Services, 18(4), 259-270. https://doi.org/10.1016/j.jretconser.2010.11.007 DOI: https://doi.org/10.1016/j.jretconser.2010.11.007

Niros, M. I., Niros, A., Pollalis, Y., & Ding, Q. S. (2023). Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis. International Marketing Review, 40(5), 1012-1034. https://doi.org/10.1108/IMR-11-2021-0327 DOI: https://doi.org/10.1108/IMR-11-2021-0327

Oraman, Y., Azabagaoglu, M. O., & Inan, I. H. (2011). The firms’ survival and competition through global expansion: A case study from food industry in FMCG sector. Procedia-Social and Behavioral Sciences, 24, 188-197. https://doi.org/10.1016/j.sbspro.2011.09.021 DOI: https://doi.org/10.1016/j.sbspro.2011.09.021

Padhi, I., & Mishra, B. B. (2022). Growth of Store Brands in Uncertain Markets. Geo-economic Perspectives in the Global Environment, 120. https://bit.ly/3AYKYWL

Panda, R., & Kapoor, D. (2016). Managing loyalty through brand image, judgement and feelings for leveraging power brands. Management & Marketing, 11(4), 624-637. https://doi.org/10.1515/mmcks-2016-0020 DOI: https://doi.org/10.1515/mmcks-2016-0020

Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: Improving the measurement-empirical evidence. Journal of Product & Brand Management, 14(3), 143-154. https://doi.org/10.1108/10610420510601012 DOI: https://doi.org/10.1108/10610420510601012

Patil, P. H. (2017). Brand awareness and brand preference. International Research Journal of Management and Commerce, 4(7), 15-24. https://bit.ly/3AVw8As

Pinar, M., Girard, T., & Eser, Z. (2011). An exploratory study of consumer-based brand equity in Turkish banking industry. Services Marketing Quarterly, 32(4), 282-301. https://doi.org/10.1080/15332969.2011.606760 DOI: https://doi.org/10.1080/15332969.2011.606760

Rajamohan, S., Jenefer, J., & Sathish, A. (2021). Impact of COVID-19 on FMCG Sector. Shanlax International Journal of Management, 8(4), 69-74. https://doi.org/10.34293/management.v8i4.3817 DOI: https://doi.org/10.34293/management.v8i4.3817

Seferidi, P., Laverty, A. A., Pearson-Stuttard, J., Bandosz, P., Collins, B., Guzman-Castillo, M., Capewell, S., O'Flaherty, M. & Millett, C. (2019). Impacts of Brexit on fruit and vegetable intake and cardiovascular disease in England: a modelling study. BMJ Open, 9(1). https://doi.org/10.1136/bmjopen-2018-026966 DOI: https://doi.org/10.1136/bmjopen-2018-026966

Shaikh, R. A. (2020). A Focused Review of Literature on FMCG Marketing in Rural and Urban Markets. Vidyabharati International Interdisciplinary Research Journal, 11, 19-31. https://cutt.ly/XeLoUNAs

Sharma, A., & Sagar, M. (2023). Exploring new-product selling challenges in the FMCG sector: a qualitative method approach. Qualitative Market Research: An International Journal, 26(5), 494-533. https://doi.org/10.1108/QMR-12-2021-0153 DOI: https://doi.org/10.1108/QMR-12-2021-0153

Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity–an empirical study of logistics service providers. Journal of Economics and Management, 33, 96-119. https://doi.org/10.22367/JEM.2018.33.06 DOI: https://doi.org/10.22367/jem.2018.33.06

Tan, T. M., Su-Mae, T., Lee, W., Ong, M. B. F., & Liew, T. W. (2012). Does gender contribute moderating effect in brand equity model?. International Journal of Research in Management, 3(2), 1-15. https://bit.ly/3ZxX2Ih

Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: a study of FMCG in an emerging market. Journal of Basic and Applied Scientific Research, 3(2), 340-347. https://cutt.ly/FeLoIB64

Tien, N. H. (2022). The impact of Covid-19 pandemic on brand value of transport and logistics industry in Vietnam. International Journal of All Multidisciplinary Research Studies, 1(2). https://bit.ly/4i2th9z

Wanninayake, W. M. C. B., & Dissanayake, D. M. R. (2007). Consumer Evaluation of Brand Extension-with Special Case Reference to the Fast Moving Consumer Goods (FMCG) Sector in Sri Lanka. https://cutt.ly/EeLoOGc

Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62. https://doi.org/10.1080/10696679.2002.11501909 DOI: https://doi.org/10.1080/10696679.2002.11501909

Wijaksono, D., & Ali, H. (2019). Model Repurchase Intentions: Analysis of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty (Case Study Private Label on Store Alfamidi In Tangerang). Saudi Journal of Humanities and Social Sciences, 4(5), 371-380. https://doi.org/10.21276/sjhss.2019.4.5.10

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