 Measuring employee-consumer integrated retailer brand equityJanice Rudkowski Journal of Retailing and Consumer Services, 2024, vol. 76, issue C Abstract: The aim of this research is to develop and test a measure of integrated retailer brand equity (IRBE) based on frontline fashion retail employees' internal (i.e., as employee) and external (i.e., as consumer) perceptions of the retailer's brand. Comparisons are made between two types of frontline employees, patronizing and non-patronizing. Using advanced PLS-SEM techniques, this research introduces a third order reflective-formative hierarchical component model (HCM) into the retailer brand equity domain. The research validates an IRBE model with four consumer dimensions and seven employee dimensions. Both types of employees value all four consumer dimensions; however, they value different employee dimensions. The IRBE model, when operationalized, can encourage closer integration of human resources and marketing functions, and enable practitioners to enhance their brand offerings and build a more cohesive retailer brand. Keywords: Retailer brand equity; Employee patronage; Employee brand equity; Fashion retail; Frontline retail employees; PLS-SEM (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:76:y:2024:i:c:s0969698923003417 DOI: 10.1016/j.jretconser.2023.103590 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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