Definition, conceptualization and measurement of consumer-based retailer brand equity

The objective of this research is to develop a measure of consumer-based retailer brand equity. The research process starts with the definition and the conceptualization of the construct and leads to the evaluation of the measure using confirmatory composite analysis. Results suggest retailer brand equity is a second-order reflective-formative construct with eight sub-dimensions that retailers can leverage to enhance the value offered to consumers and consequently to build brand equity. Relevant theoretical and methodological considerations are proposed for academics, and implications for practitioners are summarized to facilitate multiple comparisons and benchmarking strategies across outlets.