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Retail brand equity: Conceptualization and measurement

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  • Jara, Magali
  • Cliquet, Gérard

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.

Suggested Citation

  • Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:1:p:140-149
    DOI: 10.1016/j.jretconser.2011.11.003
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