Effects of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets

Retailer equity refers to the incremental utility or value added to a retailer by its brand name. This paper establishes a theoretical and empirical basis that shows the impact of store image dimensions on retailer equity. The authors propose a conceptual framework in which store image dimensions are related to three dimensions of retailer equity, that is, retailer awareness, retailer associations, retailer perceived quality. These three dimensions are then related to retailer loyalty. The empirical tests using path analysis support the research hypotheses. The results indicate the positive effect of convenience, perceived price, physical facilities, employee service, and reputation on retailer equity dimensions as antecedents of retailer equity. Some implications of findings are also discussed finally.