Retail brand equity: Conceptualization and measurement

Magali Jara () and Gérard Cliquet
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Magali Jara: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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 ignificantly 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)
Date: 2012
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Citations: View citations in EconPapers (39)

Published in Journal of retailing and consumer services, 2012, 19, pp.140-149. ⟨10.1016/j.jretconser.2011.11.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00675161

DOI: 10.1016/j.jretconser.2011.11.003

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