TY - JOUR
T1 - Developing parsimonious retailer equity indexes using partial least squares analysis
T2 - A method and applications
AU - Arnett, Dennis B.
AU - Laverie, Debra A.
AU - Meiers, Amanda
N1 - Copyright:
Copyright 2004 Elsevier Science B.V., Amsterdam. All rights reserved.
PY - 2003
Y1 - 2003
N2 - The information that a retailer's name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as "retailer equity." To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.
AB - The information that a retailer's name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as "retailer equity." To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.
KW - Brand equity
KW - PLS
KW - Retailer equity index
UR - http://www.scopus.com/inward/record.url?scp=0038119505&partnerID=8YFLogxK
U2 - 10.1016/S0022-4359(03)00036-8
DO - 10.1016/S0022-4359(03)00036-8
M3 - Article
AN - SCOPUS:0038119505
VL - 79
SP - 161
EP - 170
JO - Journal of Retailing
JF - Journal of Retailing
SN - 0022-4359
IS - 3
ER -