A consumer-based method for retailer equity measurement: Results of an empirical study |
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| Institution: | 1. School of Management, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui, China;2. School of Information Systems and Technology Management, UNSW Business School, University of New South Wales, Australia;3. Management Information Systems, Beedie School of Business, Simon Fraser University, Canada;4. College of Business, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong;1. University of Glasgow, Adam Smith Business School, The Gilbert Scott Building, Glasgow G12 8QQ, Scotland, UK;2. Department of Management, Birkbeck, University of London, Malet Street, Bloomsbury, London WC1E 7HX, UK |
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| Abstract: | This research extends the consumer-based brand equity measurement approach to the measurement of the equity associated with retailers. This paper also addresses some of the limitations associated with current retailer equity measurement such as a lack of clarity regarding its nature and dimensionality. We conceptualise retailer equity as a four-dimensional construct comprising retailer awareness, retailer associations, perceived retailer quality, and retailer loyalty. The paper reports the result of an empirical study of a convenience sample of 601 shopping mall consumers at an Australian state capital city. Following a confirmatory factor analysis using structural equation modelling to examine the dimensionality of the retailer equity construct, the proposed model is tested for two retailer categories: department stores and speciality stores. Results confirm the hypothesised four-dimensional structure. |
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