کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029629 | 942648 | 2006 | 13 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: A consumer-based method for retailer equity measurement: Results of an empirical study A consumer-based method for retailer equity measurement: Results of an empirical study](/preview/png/1029629.png)
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.
Journal: Journal of Retailing and Consumer Services - Volume 13, Issue 5, September 2006, Pages 317–329