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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Proposition of a Retailer Brand Equity Metric
verfasst von : Julien Troiville, Gérard Cliquet
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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Abstract
Marketing managers must have some strategic tools to better understand and manage their brands on a competitive market (Aaker 1991). The concept of brand equity is one of them since the value added by the brand (Farquhar 1989) is a key issue in marketing (Ailawadi et al. 2003; Ailawadi and Keller 2004). This research develops and tests a new conceptualization of Consumer-Based Retailer Brand Equity (CB-RBE).
This new conceptualization and the associated metric can serve retailers in the way they manage and build their brands since previous brand equity measures are too complex and not adapted to the retailers specificities (Ailawadi and Keller 2004; Hartman and Spiro 2005; Burt and Davies 2010). This metric is (1) grounded in theory, (2) based on consumers’ evaluations because they are the beneficiaries of retailers’ offer, (3) statistically reliable and valid (without discriminant validity issues nor overlap problems), (4) established with the appropriate approach (i.e., PLS-SEM to obtain the LVS) and finally (5) easy to track and manage for practitioners.
This analysis enables researchers to compute the impact-performance matrix and to identify specific dimensions to work on, to prioritize strategic activities for potential improvements and to enhance the value they can offer to consumers (Hair et al. 2011; Sarstedt et al. 2012). Indeed, the enhancement in rescaling the impact scores on a scale from 0 to 10 enables to compare dimensions from different models even if these models do not have the same number of dimensions.