Influence of the Internet on Retailer's perceived quality in the generation of retailer's brand equity

Abstract

This study analyses the relationship between the different components of the retailer's brand equity, as well as the influence that the use of internet has on the formation of retailer’s brand equity. As some authors point out, there is a need for a measure of the retailer's brand equity (Boo et al, 2008; Lee and Back, 2010). The model proposed to analyse retailer’s brand equity is based on the one used by Boo et al. (2008) who, in turn, start from the brand equity proposal of the authors Aaker (1991) and Keller (1993). A theoretical a priori model was specified according to the results in previous literature and our hypotheses. Prior to testing the model, the dimensionality of the scales was stablished with Confirmatory Factor Analyses (CFAs). Once the dimensionality was stablished, full structural equations model (SEM) was tested. This study provides evidences on the effect of the use of internet on retailer´s perceived quality. In turn, the influence that this variable has on the retailer's image and on its perceived value is shown. These relationships have an influence on consumer loyalty to the retailer, which, in turn, generates brand equity for the retailer.