A consumer-based method for retailer equity measurement: results of an empirical study
Date
2006
Authors
Pappu, R.
Quester, P.
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Advisors
Journal Title
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Volume Title
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Journal article
Citation
Journal of Retailing and Consumer Services, 2006; 13(5):317-329
Statement of Responsibility
Ravi Pappu, Pascale Quester
Conference Name
Abstract
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.