Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25566
Appears in Collections:Marketing and Retail Journal Articles
Title: An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity
Authors: Anselmsson, Johan
Burt, Steven
Tunca, Burak
Contact Email: s.l.burt@stir.ac.uk
Keywords: Retailer image
Store image
Brand equity
Retailer equity
Retailer trust
Issue Date: Sep-2017
Citation: Anselmsson J, Burt S & Tunca B (2017) An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity, Journal of Retailing and Consumer Services, 38, pp. 194-203.
Abstract: Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative structures commonly used in the more general brand equity literature; and finally by creating a short and parsimonious scale for assessing retailer brandequity in different contexts. Three alternative models are compared and tested on six brands in both convenience and shopping goods categories, ranging from discount to middle range price levels. The outcome is an operational framework supporting the main building blocks of the conceptual brand resonance model presented in Keller (2001) with seven dimensions structured in a four-step sequence as awareness → pricing policy, customer service, product quality, physical store → retailer trust → retailer loyalty, thereby describing retailer brand equity as a four-step process. The extended, although parsimonious, 17-item retailer equity scale can be used by academics as well as practitioners to examine the underlying values of retailer brands and has the potential to incorporate additional dimensions and attributes to investigate specific retail contexts without creating lengthy questionnaires.
DOI Link: http://dx.doi.org/10.1016/j.jretconser.2017.06.007
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. Accepted refereed manuscript of: Anselmsson J, Burt S & Tunca B (2017) An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity, Journal of Retailing and Consumer Services, 38, pp. 194-203. DOI: 10.1016/j.jretconser.2017.06.007 © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Files in This Item:
File Description SizeFormat 
Integrated Retail Image Brand Equity Framework (with authors).pdf503.25 kBAdobe PDFUnder Embargo until 21/12/2018     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.