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In this study we have focused on merchandise value and store image as associations of retailer equity and build a model based on Chaudhuri and Ligas (2009) and Jinfeng and Zhilong (2009). This is to measure their impact on the two aspects of loyalty (repurchase and attitudinal) through the outcomes suggested by Ailawadi and Keller (2004) which are 'resource premium' and 'service forgone' along with price premium.

The findings of our study can be summarized as follows: ………..

1.3 Relevance of this thesis to the Country of Kuwait

The Kuwait economy is based almost exclusively on oil. Petroleum accounts for nearly half of the country's GDP, 90% of export revenues, and 75% of government income. Other industry such as agriculture is limited due to geographical factors, although there are developments in the manufacturing and service sectors as the government is encouraging the expansion of industry by providing loans and necessary infrastructure facilities.

The Retail sector plays a significant role in providing services and good for the population of Kuwait. Also, the numbers of shopping malls have steadily increased in the last five years with the opening of the Avenues, 360 and Al-Biraq malls. BMI's Retail Report for the first quarter of the year 2010 predicts that Kuwait's retail sales will grow from US$41.59bn in 2009 to US$59.27bn by 2014. The factors behind the predicted forecasted growth in retail sales are:

1) Favorable long-term economic outlook,

2) A sophisticated consumer base and

3) High levels of disposable income.

In 2005 the United Nations (UN) stated that 73.8% of the Kuwaiti population was economically active, with 37.9% in the age range of 20 - 44 while in 2010 the forecasts are that 74.6% of the population is active, and a proportion of 39.4% will represent the age range of 20 - 44. Moreover, the GDP per capita is predicted to rise by more than 53% by 2014. All these factors favor an increase in the retail sales and share of purchase.

Property consultants Colliers International predicted that in 2010 Kuwait is expected to have the third largest supply of retail space in the Gulf. BMI data shows that consumer electronics, over the counter (OTC) pharmaceutical products and automotives are predicted to show strong growth for the forecasted period (2009-2014) with a sales rise of nearly 39%, 36%, and 15% respectively.

1.4 Problem Definition

Research has traditionally considered retailer equity as reflected in a price premium. However, there are some retailers that do not charge a price premium and still have equity.

1.5 Research Questions

Our key research question concerns the implications of customer perception of value (i.e. customer based retailer equity) for building customer retailer loyalty.

1. Does retail equity exist for retailers that do not charge a price premium?

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