期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 13, 期 5, 页码 317-329出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2005.10.002
关键词
Retailer awareness; Retailer associations; Retailer perceived quality; Retailer loyalty; Retailer equity
类别
资金
- Faculty of Economics, Business and Law, University of New England
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. (C) 2005 Elsevier Ltd. All rights reserved.
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