Providing a model for explaining retailers based brand equity

Abstract

There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely Researchers investigated brand equity from the point of view of retailers. However, a large number of products is not sold directly to consumers, but delivered indirectly through retailers. Retailers also have the ability to significantly influence consumers’ purchase decisions. The purpose of this study was investigating retailer based brand equity and also identifying key components affecting it. Required data were collected through a questionnaire survey among ceramic tile retailer in Yazd and Shiraz. Structural Equation modeling and partial least squares statistical method were used to test the hypothesis. The results of this study indicate that manufacture supports, consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction.

Keywords

• Brand Equity
• Retailer
• Brand Satisfaction
• Structural Equitation Modeling
• Partial Least Squares