« Conceptualizing and measuring the retail brand equity »

The objective of this research is to conceptualize and to measure the retail brand equity. At first, the Keller's model on brand equity (1993) and others researches on service in retailing field are used to develop a specific model of retail brand equity. From in-depth interviews, one can conclude that the retail brand equity concept includes dimensions directly related to the product and dimensions related to the store and the company images (corporate image). Confirmatory analysis is led via PLS modelisation to test the proposed model. Its validation leads to conclude that retail brand's awareness and its image influence directly and indirectly its purchase. The retail brand image is indeed the partial mediator variable between its awareness and its purchase. Main contributions of this research are both conceptual and managerial. To adapt the brand equity concept to the retail brand open large perspectives in the manner of considering this kind of brand. It can help thus managers to examine the importance of certain components in the building of their brand's value and finally develop better tactical decisions concerning retail brand positioning