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ective, financial and customer based, are the reasons that there is a lack of agreement on brand equity measures (Hsieh, 2004). Brand equity is a very complex and integrated phenomena containing of multi-dimensions which are hard to measure and to be empirically tested.

In the last ten years the concept of brand equity has been adapted to be implemented to retailer equity by different marketing researchers (Arentt et-al., 2003; Badldauf et-al., 2009; Pappu and Quester, 2009; Yoo and Donthu, 2001).

2.5 Definitions and Proposed Models of Retailer Equity

Since the retailer (grocery and general merchandise store) numbers have tremendously increased in the last decade and as they compete with manufacturers for customer pull to increase their market power and share of purchase (profit), retailers have started to recognize the importance of building their own brand name (Ailawadi and Keller, 2004).

Retailer equity was conceptualized as the value added to a retailer by its brand name, and that gives a competitive advantage to the retailer through differentiation, not a price based competition (Aaker, 1991; Yoo et al., 2000). While Hartman and Spiro (2005) used the term store equity in their definition 'the differential effect of store knowledge on customer response to the marketing activities of the store' (p.1113), Keller (2003) indicates that retailer's brand equity is 'exhibited in consumers responding more favorably to its marketing action than they do to competing retailers' (Ailawadi and Keller, 2004, p.332). Pappu and Quester (2006, p. 319) defined retailer equity as 'the value associated by the consumer with the name of a retailer, as reflected in the dimensions of retailer awareness, retailer associations, retailer perceived quality and retailer loyalty'.

In measuring retailer equity, researchers have suggested that branding and brand management principles could be applicable to retailer branding (Ailawadi and Keller, 2004; Jinfeng and Zhilong, 2009). Yoo and Donthu (2001) propose a consumer-based brand equity scale. They have indicated three dimensions for consumer-based brand equity, brand name awareness/associations, brand loyalty and perceived quality. Moreover, Yoo and Donthu (2001) advise extending brand equity measurement methods to measure the equity associated with retailers.

Arnett et al. (2003) also suggests a model engaged in the development of retailer equity indexes based on the retailer equity dimensions. He proposes that retailer equity is a multi-dimensional structure that covers the following dimensions: name awareness, retailer associations (which is sub divided to include both ‘product quality' and ‘perceived value'), service quality and store loyalty.

More recently a study by Pappu and Quester (2006) pointed out that there is a possibility for improving equity measurement methods by extending the customer based equity measurement to the measurements associated with the equity of retailers. Pappu and Quester (2006) argue that before translating brand equity measurement into a retailer equity measurement, its current limitations should be addressed (lack of empirical evidence for the structural simil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。