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e we explain the model we followed as well as detailing the methodology and technique used to collect data and information, which is analyzed and discussed in Chapter Four. Finally, Chapter Five presents the main conclusions followed by recommendations and suggestions for future research.

Chapter 2

Literature Review

2.1 Introduction

In this chapter we will look at the concept of brand equity and its importance in accomplishing a competitive edge for the firms involved. Next, the different methods for measuring brand equity are addressed. Later on, the development of retailer equity concept and it different definitions will be addressed, followed by an over view about the alternative models proposed by researchers to measure customer based retailer equity. Furthermore, I discuss the different dimensions of customer based retailer equity and how customer perception of value (e.g. merchandise value, inter-personal quality and in store atmosphere/image) could affect retailer equity and how the effect of the customer value will be addressed on both levels of customer loyalty (repurchase and attitudinal loyalty). Finally we will end the chapter by looking at the consequences of the customers' perceived value and loyalty on retail equity.

2.2 Retailers in Kuwait

Kuwait has an attractive retail sector for a small country. It varies between crowded market streets in the center of Kuwait City to top class air-conditioned shopping malls both in the suburbs and the city center. Estimates are that by 2010, the gross leasable area (GLA) in Kuwait's retail sector is to reach 1.15m sq meters, compared to the 345,000 sq meters in 2006. This gives Kuwait a very high ratio of GLA to population. This means that retailers are faced with intensified, differentiated and undifferentiated competition. The retail sector varies between apparel, restaurants, grocery and general merchandise.

There are also variations in marketing strategy due to a growth in discount retailing which has increased the pressure on traditional retail and increased the competition between and within the different retail formats. From this base retailers should develop the knowledge and understand of how to position themselves in the market and how the brand they offer affects their image and value to customer and how to build their equity and benefit the most from it.

2.3 Brand Equity

As the number of advantages a company can gain from building a strong brand name has increased radically in the past decade, many organizations have placed it on top of their marketing priority. According to Aaker (1991, 1996) a strong brand name helps a firm create individuality in the market place and build competitive advantages that are based on non-price competition. Also, Keller (2003) pointed out that strong brand equity can have direct impact on a firm's ability to charge higher prices and customers' willingness to seek out new distribution channels, with effective marketin本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。