1. Definition, conceptualization and measurement of consumer-based retailer brand equity
- Author
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Joseph F. Hair, Gérard Cliquet, Julien Troiville, Centre de recherche en économie et management (CREM), Université de Caen Normandie (UNICAEN), Normandie Université (NU)-Normandie Université (NU)-Université de Rennes 1 (UR1), Université de Rennes (UNIV-RENNES)-Université de Rennes (UNIV-RENNES)-Centre National de la Recherche Scientifique (CNRS), Cleverdon Chair of Business, Mitchell College of Business, University of South Alabama-University of South Alabama, Centre National de la Recherche Scientifique (CNRS)-Université de Rennes 1 (UR1), Université de Rennes (UNIV-RENNES)-Université de Rennes (UNIV-RENNES)-Université de Caen Normandie (UNICAEN), Normandie Université (NU)-Normandie Université (NU), and Normandie Université (NU)-Normandie Université (NU)-Université de Rennes (UR)-Centre National de la Recherche Scientifique (CNRS)
- Subjects
Marketing ,Retailer's strategy ,Leverage (finance) ,Conceptualization ,05 social sciences ,Benchmarking ,Research process ,[SHS.ECO]Humanities and Social Sciences/Economics and Finance ,Composite analysis ,RBE dimensions ,Retailer brand equity (RBE) ,Consumers' experiences ,0502 economics and business ,Store branding ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,050211 marketing ,Business ,Brand equity ,050203 business & management - Abstract
International audience; 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.
- Published
- 2019
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