Retail brand equity: Conceptualization and measurement

Magali Jara (1) , Gérard Cliquet (2)

1 LEMNA - Laboratoire d'économie et de management de Nantes Atlantique
2 CREM - Centre de recherche en économie et management

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.

Mots clés: Brand awareness; brand equity; brand image; path-PLS; retail brand; retail brand personality

Domaines: Gestion et management

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⟩