Retail Brand Equity: A model based on its dimensions and effect

The International Review of Retail, Distribution and Consumer Research (2013)
Auteurs : Irene Gil, E.M. Ruiz-Molina, Géraldine Michel et Corraliza-Zapata

Brand equity has been recognized as a key variable in both the academic and professional literature. This paper aims to deepen in 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 to 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 (PLS) technique. From the analysis of the results, it is corroborated the importance of store image, perceived store value and store awareness as retailer equity dimensions. Additionally, this study confirms the relationship between retailer equity and the satisfaction-loyalty chain of effects.