Retail brand equity: Conceptualization and measurement
Magali Jara and
Journal of Retailing and Consumer Services, 2012, vol. 19, issue 1, 140-149
This article focuses on retail brand equity to understand where this retail brand value stems from and how to measure it. A conceptual framework is defined based on Keller's contributions about brand equity. A qualitative methodology and a confirmatory analysis enable the conception of a model. This one is tested through structural equation modeling with Path-PLS. Results show that retail brand awareness and perceived quality explain the most significantly retail brand equity. Retail brand personalities and retailers with particular managerial values have also a significant influence. Hence, the performance of retail brands depends on the same factors as those of other brands.
Keywords: Brand awareness; Brand equity; Brand image; Path-PLS; Retail brand; Retail brand personality (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:1:p:140-149
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