Pappu, R.Quester, P.2007-01-152007-01-152006Journal of Retailing and Consumer Services, 2006; 13(5):317-3290969-69891873-1384http://hdl.handle.net/2440/22977This 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.enRetailer awarenessRetailer associationsRetailer perceived qualityRetailer loyaltyRetailer equityJournal article002006087210.1016/j.jretconser.2005.10.0022-s2.0-3374524253752661Quester, P. [0000-0001-6872-6973]