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Retail brand equity: Conceptualization and measurement

Author

Listed:
  • Magali Jara

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

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 ignificantly 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

  • Magali Jara & Gérard Cliquet, 2012. "Retail brand equity: Conceptualization and measurement," Post-Print halshs-00675161, HAL.
    • Handle: RePEc:hal:journl:halshs-00675161
    DOI: 10.1016/j.jretconser.2011.11.003
    as

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