Retail brand equity: a model based on its dimensions and effects

Irene Gil-Saura, María Eugenia Ruiz-Molina, Géraldine Michel () and Amparo Corraliza-Zapata
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Géraldine Michel: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School

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Abstract: Brand equity has been recognized as a key variable in both the academic and professional literature. This article aims to deepen the nature of the retailer equity construct and identify the variables that contribute to its formation, proposing an integrative model based on their dimensions and effects. From an empirical perspective, a survey is carried out with 300 consumers in three retailer categories, in order to analyze the relationships of the model. Due to the formative nature of two of the constructs, the analysis is developed through the partial least squares technique. From the analysis of the results, the importance of store image, perceived store value, and store awareness are seen as retailer equity dimensions. Additionally, this study confirms the relationship between retailer equity and the satisfaction–loyalty chain of effects.

Keywords: retail brand equity; Store image; Perceived value; Trust; Satisfaction; Loyalty; PLS (search for similar items in EconPapers)
Date: 2013-05
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Citations: View citations in EconPapers (14)

Published in International Review of Retail, Distribution and Consumer Research, 2013, 23 (2), pp.111 - 136. ⟨10.1080/09593969.2012.746716⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01896828

DOI: 10.1080/09593969.2012.746716

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