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Article dans une revue Journal of retailing and consumer services Année : 2012

Retail brand equity: Conceptualization and measurement

Résumé

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.
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Dates et versions

halshs-00675161, version 1 (29-02-2012)

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Magali Jara, Gérard Cliquet. Retail brand equity: Conceptualization and measurement. Journal of retailing and consumer services, 2012, 19, pp.140-149. ⟨10.1016/j.jretconser.2011.11.003⟩. ⟨halshs-00675161⟩
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