Retail brand equity: Conceptualization and measurement |
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Authors: | Magali Jara Gérard Cliquet |
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Institution: | 1. SILC Business School, Shanghai University, Shanghai 201800, China;2. The Sellinger School of Business and Management, Loyola University Maryland, Baltimore, MD 21210, USA;3. Center for Branding Science, School of Business, East China Normal University, Shanghai 200241, China |
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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 significantly 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. |
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