Definition, conceptualization and measurement of consumer-based retailer brand equity. (September 2019)

• Record Type: Journal Article
• Authors: Troiville, Julien; Hair, Joe F.; Cliquet, Gérard
• Is Part Of: Journal of retailing and consumer services. Volume 50(2019)
• Page Start: 73
• Page End: 84
• Publication Date: 2019-09
• Subjects: Consumers' experiences -- Retailer brand equity (RBE) -- RBE dimensions -- Retailer's strategy -- Store branding; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.04.022
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The objective of this research is to develop a measure of consumer-based retailer brand equity. The research process starts with the definition and the conceptualization of the construct and leads to the evaluation of the measure using confirmatory composite analysis. Results suggest retailer brand equity is a second-order reflective-formative construct with eight sub-dimensions that retailers can leverage to enhance the value offered to consumers and consequently to build brand equity. Relevant theoretical and methodological considerations are proposed for academics, and implications for practitioners are summarized to facilitate multiple comparisons and benchmarking strategies across outlets.