 Predictors and effects of retail brand equity – A cross-sectoral analysisBernhard Swoboda, Julia Weindel and Hälsig, Frank Journal of Retailing and Consumer Services, 2016, vol. 31, issue C, 265-276 Abstract: Although retailers increasingly seek to position themselves as strong, attractive, and unique brands, little is known about differences in retail branding among different retail sectors. This study analyzes the importance of perceived retail attributes for consumer-based retail brand equity (RBE), particularly the varying roles of these attributes in important retail sectors, and the effects of RBE on intentional loyalty. The authors examine empirical data on 2112 consumer evaluations of retail firms in the grocery, fashion, electronics, and DIY sectors and apply multi-group structural equation modeling. The results indicate that the importance of retail attributes for RBE varies among the different sectors, but a strong and stable link between RBE and consumers' intentional loyalty is evident across retail sectors. The sector-specific and cross-sectoral observations in this study provide managers with specific knowledge on the main levers of RBE in different retail contexts. Keywords: Retail brand equity; Retail attributes; Retail image; Retail sectors (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:31:y:2016:i:c:p:265-276 DOI: 10.1016/j.jretconser.2016.04.007 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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