Measuring Retailer Equity

• 발행기관: 한국상품학회
• 저자명: Han Sang-Lin Baek Mi-Young
• 간행물 정보: 『상품학연구』제28권 제6호, 91~99쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

The main purpose of this study is to test empirically that used theories of retailer equity and tool of retailer equity about the two of major distribution channels - discount store and on-line shopping. We used indices from Arnett, Laverie and Meiers (2003) and those factors are retailer loyalty, name awareness, service quality, retailer associations, and perceived value. For this study, we collected data from major discount stores and on-line shopping sites in South Korea. As a result, only retailer loyalty influences on retailer equity in discount store and retailer loyalty and product quality influence retailer equity. Our paper is organized as follows. First, we discussed about retailer equity and the underlying dimensions of retailer equity. Second, based on the research of Arnett, Laverie and Meiers (2003), we demonstrate a indexes of retailer equity using regression analysis for comparing discount store and on-line shopping. Third, we discuss some managerial implications of this research for retail practitioners and suggest for future research.

목차

I. Introduction

II. Literature Review: Retailer Equity

III. Research Method

IV. Data Collection

V. Conclusions and Limitations of Study

키워드

retailer equity discount store online channel loyalty