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The causal relationship between store equity and loyalty: Testing two alternative models in retailing

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  • Irene Gil-Saura

    (University of Valencia)

  • Maja Šerić

    (University of Valencia)

  • María Eugenia Ruiz-Molina

    (University of Valencia)

  • Gloria Berenguer-Contrí

    (University of Valencia)

Abstract

Although the concept of brand equity has received a great interest in the marketing literature, little is known about its role in retailing. Additionally, there is no consensus on the causal relationship between store equity and customer loyalty. This work is intended to contribute to research about store equity by exploring the content of this construct and its relationship with customer loyalty toward establishment. Two alternative causal models are examined: one that considers loyalty as a dimension of store equity and another that contemplates loyalty as its consequence. The empirical research was carried out among 820 consumers in four retail categories. Two key dimensions of store equity emerge from the results, i.e., image and service quality. Although the validity of both models is corroborated, the results show that the model that considers loyalty as a dimension of store equity performs better.

Suggested Citation

  • 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.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:2:d:10.1057_s41262-016-0024-2
    DOI: 10.1057/s41262-016-0024-2
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    References listed on IDEAS

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    Cited by:

    1. Troiville, Julien, 2024. "Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication," Journal of Business Research, Elsevier, vol. 177(C).
    2. Antonio Marín-García & Irene Gil-Saura & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2021. "Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing," Sustainability, MDPI, vol. 13(2), pages 1-20, January.
    3. 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.
    4. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    5. Irene Sánchez-González & Irene Gil-Saura & María Eugenia Ruiz-Molina, 2020. "Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets," Sustainability, MDPI, vol. 12(19), pages 1-17, September.
    6. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    7. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    8. Bonnin, Gaël, 2020. "The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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