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arity between brand and retailer equity, lack of clarity regarding the number and nature of it dimensions, and lack of discriminate indicators for measuring retailer associations). Furthermore, they empirically address these limitations and demonstrate and prove the assumption that the retailer equity structure is equivalent to the brand equity structure. Pappu and Quester (2006) concluded that retailer equity is a four-dimensional structure and that perceived quality is a distinct dimension of retailer equity along with retailer awareness, retailer association and retailer loyalty.

Jinfeng and Zhilong (2009) have studied this proposal and indicated that five store image dimensions (convenience, institutional factors, physical facilities, perceived price and employee service) directly affect the three retailer equity dimensions (awareness, association and perceived quality) which in turn affect retailer loyalty. This is in contrast to what Pappu and Quester (2006) suggest that all four dimensions are directly linked to retailer equity. Alternatively, Chaudhuri and Ligas (2009) study the concept of merchandise value and store affect and how they influence retailer equity. They found that customer perception of value affect their willingness to pay a premium price through attitudinal loyalty.

In conclusion, according to various studies, equity dimension has shown great differentiation. Yoo and Donthu (2001) suggest that what they use as a measurement of brand equity (brand awareness / associations, brand loyalty and perceived quality) can be extended to measure retailer equity. Arnett et al. (2003) point out that retailer equity is a multi-dimensional concept reflected in retailer loyalty, name awareness, service quality and retailer associations. Other researchers identify similar dimensions. Pappu and Quester (2006) propose retailer awareness, retailer associations, retailer perceived quality and retailer loyalty, whereas Hartman and Spiro (2005) suggest store awareness, store loyalty and store image as dimensions of store equity.

Although there are some similarities in the models proposed to measure retailer equity; they agree that loyalty is a derivative of equity; there is a great amount of disagreement on the other discernments of retailer equity dimensions. There is also diversity on how researchers define and measure each of these dimensions.

The following will discuss the various dimensions found as predictors of retailer equity

2.6 Dimensions of Retailer Equity

The literature on brand equity contains a significant number of different approaches to conceptualize it (Aaker, 1991; Yoo and Donthu, 2000; Pappu and Quester 2005). Ailawadi and Keller (2004) agree with Keller's (1993) conceptualization of brand equity as being composed of brand awareness and brand image. They also point out that, when dealing with retail brand equity conceptualization, it is harder than that of brand equity due to its complexity and special requirements. There are many conceptualizations for the diminutions of retailer equity. Hartman and Spiro (2005) suggest store awareness, store loyalty and store image whereas Pappu and Quester (2006) proposed retailer awarene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。