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Predictors and effects of retail brand equity – A cross-sectoral analysis

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  • Swoboda, Bernhard
  • Weindel, Julia
  • Hälsig, Frank

Abstract

Although retailers increasingly seek to position themselves as strong, attractive, and unique brands, little is known about differences in retail branding among different retail sectors. This study analyzes the importance of perceived retail attributes for consumer-based retail brand equity (RBE), particularly the varying roles of these attributes in important retail sectors, and the effects of RBE on intentional loyalty. The authors examine empirical data on 2112 consumer evaluations of retail firms in the grocery, fashion, electronics, and DIY sectors and apply multi-group structural equation modeling. The results indicate that the importance of retail attributes for RBE varies among the different sectors, but a strong and stable link between RBE and consumers' intentional loyalty is evident across retail sectors. The sector-specific and cross-sectoral observations in this study provide managers with specific knowledge on the main levers of RBE in different retail contexts.

Suggested Citation

  • Swoboda, Bernhard & Weindel, Julia & Hälsig, Frank, 2016. "Predictors and effects of retail brand equity – A cross-sectoral analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 265-276.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:265-276
    DOI: 10.1016/j.jretconser.2016.04.007
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    3. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    4. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    5. Seong Ho Lee & Sun-Ho Lee, 2018. "A Scale Development of Retailer Equity," Sustainability, MDPI, vol. 10(11), pages 1-16, October.
    6. Manisha Mathur, 2020. "Improving the value of the retailer brand through social media equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 508-530, September.
    7. Irene Gil-Saura & Maja Šerić & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2017. "The causal relationship between store equity and loyalty: Testing two alternative models in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 193-208, March.
    8. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
    9. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Meents, Selmar & Verhagen, Tibert & Merikivi, Jani & Weltevreden, Jesse, 2020. "Persuasive location-based messaging to increase store visits: An exploratory study of fashion shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Chi Zhang & Douglas W. Vorhies & Wenkai Zhou, 2023. "An integrated model of retail brand equity: the role of consumer shopping experience and shopping value," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 398-413, September.
    12. Ashill, Nick & Abuelsamen, Amjad & Gibbs, Tanya & Semaan, Rania W., 2022. "Understanding organization-customer links in a service setting in Russia," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
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    14. Kim, Woohyoung & Kim, Hyun & Hwang, Jinsoo, 2020. "Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    15. Kalle Nuortimo & Janne Harkonen, 2019. "Establishing an automated brand index based on opinion mining: analysis of printed and social media," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 141-151, September.

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