Title: Retail brand equity: moderating role of retail price deals on retail brand association and retail brand equity relationship

Authors: J. Ramesh Kumar; Raiswa Saha; Sridhar Manohar; P.C. Sekar

Addresses: Thiagarajar School of Management, Madurai, 625015, India ' SRM University, Rajiv Gandhi Education City Delhi-NCR, Sonepat, Haryana, 131029, India ' National School of Business, Bangalore, 560078, India ' Madurai Kamaraj University, Madurai, 625021, India

Abstract: The online retail industry is a unique setup with high market potential and the low entry barriers where most of the retailers sell the same products under different price points. Though the price of the products is same for all the retailers, they use discounts, offers, price cuts, refunds and other methods to acquire and retain customers. Under these conditions, this research is emphasised on demonstrating the sources of retailer equity and intended to test the moderating effect of price deals on retailer association and retailer brand equity relationship. This paper contributed to the existing retail brand equity frameworks by adding 'price deal' as a new dimension and explored the necessity of the e-tail quality dimension instead of perceived quality dimension in traditional brand equity frameworks. The results from this study will help online retailers and researchers to recognise the importance of the retailer equity dimensions and their criticality in creating a long-term relationship.

Keywords: online purchase; consumer behaviour; brand equity; price deals; moderation; online retailing; retailer awareness; retailer loyalty; retailer equity; retailer association; retailer perceived quality.

DOI: 10.1504/IJBIR.2020.104815

International Journal of Business Innovation and Research, 2020 Vol.21 No.2, pp.217 - 237

Received: 02 Sep 2017
Accepted: 14 Jul 2018

Published online: 30 Jan 2020 *

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