Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029182 | Journal of Retailing and Consumer Services | 2012 | 10 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Magali Jara, Gérard Cliquet,