Moderating role of involvement in building a retail brand
Identifieur interne : 001C28 ( Istex/Corpus ); précédent : 001C27; suivant : 001C29Moderating role of involvement in building a retail brand
Auteurs : D. Ahlert ; Bernhard Swoboda ; Frank Haelsig ; Hanna Schrammklein ; Dirk MorschettSource :
- International Journal of Retail & Distribution Management [ 0959-0552 ] ; 2009-10-09.
Abstract
Purpose The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customerbased retail brand equity when considering retailers as brands. Designmethodologyapproach A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customerbased retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors grocery, clothing, DIY, electronics and furniture. Findings Using multiplegroup structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding. Originalityvalue Understanding retailers as brands conceptually a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.
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DOI: 10.1108/09590550910999370
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<record><TEI wicri:istexFullTextTei="biblStruct"><teiHeader><fileDesc><titleStmt><title xml:lang="en">Moderating role of involvement in building a retail brand</title><author wicri:is="90%"><name sortKey="Ahlert, D" sort="Ahlert, D" uniqKey="Ahlert D" first="D." last="Ahlert">D. Ahlert</name></author><author><name sortKey="Swoboda, Bernhard" sort="Swoboda, Bernhard" uniqKey="Swoboda B" first="Bernhard" last="Swoboda">Bernhard Swoboda</name><affiliation><mods:affiliation>Trier University, Trier, Germany</mods:affiliation></affiliation></author><author><name sortKey="Haelsig, Frank" sort="Haelsig, Frank" uniqKey="Haelsig F" first="Frank" last="Haelsig">Frank Haelsig</name><affiliation><mods:affiliation>SimonKucher & Partners, Kln, Germany</mods:affiliation></affiliation></author><author><name sortKey="Schrammklein, Hanna" sort="Schrammklein, Hanna" uniqKey="Schrammklein H" first="Hanna" last="Schrammklein">Hanna Schrammklein</name><affiliation><mods:affiliation>University of Siegen, Siegen, Germany</mods:affiliation></affiliation></author><author><name sortKey="Morschett, Dirk" sort="Morschett, Dirk" uniqKey="Morschett D" first="Dirk" last="Morschett">Dirk Morschett</name><affiliation><mods:affiliation>University of Fribourg, Fribourg, Switzerland</mods:affiliation></affiliation></author></titleStmt><publicationStmt><idno type="wicri:source">ISTEX</idno><idno type="RBID">ISTEX:9038AC4F120FDB6182E2165341693079973770F0</idno><date when="2009" year="2009">2009</date><idno type="doi">10.1108/09590550910999370</idno><idno type="url">https://api.istex.fr/document/9038AC4F120FDB6182E2165341693079973770F0/fulltext/pdf</idno><idno type="wicri:Area/Istex/Corpus">001C28</idno><idno type="wicri:explorRef" wicri:stream="Istex" wicri:step="Corpus" wicri:corpus="ISTEX">001C28</idno></publicationStmt><sourceDesc><biblStruct><analytic><title level="a" type="main" xml:lang="en">Moderating role of involvement in building a retail brand</title><author wicri:is="90%"><name sortKey="Ahlert, D" sort="Ahlert, D" uniqKey="Ahlert D" first="D." last="Ahlert">D. Ahlert</name></author><author><name sortKey="Swoboda, Bernhard" sort="Swoboda, Bernhard" uniqKey="Swoboda B" first="Bernhard" last="Swoboda">Bernhard Swoboda</name><affiliation><mods:affiliation>Trier University, Trier, Germany</mods:affiliation></affiliation></author><author><name sortKey="Haelsig, Frank" sort="Haelsig, Frank" uniqKey="Haelsig F" first="Frank" last="Haelsig">Frank Haelsig</name><affiliation><mods:affiliation>SimonKucher & Partners, Kln, Germany</mods:affiliation></affiliation></author><author><name sortKey="Schrammklein, Hanna" sort="Schrammklein, Hanna" uniqKey="Schrammklein H" first="Hanna" last="Schrammklein">Hanna Schrammklein</name><affiliation><mods:affiliation>University of Siegen, Siegen, Germany</mods:affiliation></affiliation></author><author><name sortKey="Morschett, Dirk" sort="Morschett, Dirk" uniqKey="Morschett D" first="Dirk" last="Morschett">Dirk Morschett</name><affiliation><mods:affiliation>University of Fribourg, Fribourg, Switzerland</mods:affiliation></affiliation></author></analytic><monogr></monogr><series><title level="j">International Journal of Retail & Distribution Management</title><idno type="ISSN">0959-0552</idno><imprint><publisher>Emerald Group Publishing Limited</publisher><date type="published" when="2009-10-09">2009-10-09</date><biblScope unit="volume">37</biblScope><biblScope unit="issue">11</biblScope><biblScope unit="page" from="952">952</biblScope><biblScope unit="page" to="974">974</biblScope></imprint><idno type="ISSN">0959-0552</idno></series><idno type="istex">9038AC4F120FDB6182E2165341693079973770F0</idno><idno type="DOI">10.1108/09590550910999370</idno><idno type="filenameID">0890371104</idno><idno type="original-pdf">0890371104.pdf</idno><idno type="href">09590550910999370.pdf</idno></biblStruct></sourceDesc><seriesStmt><idno type="ISSN">0959-0552</idno></seriesStmt></fileDesc><profileDesc><textClass></textClass><langUsage><language ident="en">en</language></langUsage></profileDesc></teiHeader><front><div type="abstract">Purpose The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customerbased retail brand equity when considering retailers as brands. Designmethodologyapproach A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customerbased retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors grocery, clothing, DIY, electronics and furniture. Findings Using multiplegroup structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding. Originalityvalue Understanding retailers as brands conceptually a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.</div></front></TEI><istex><corpusName>emerald</corpusName><editor><json:item><name>D. Ahlert</name></json:item></editor><author><json:item><name>D. Ahlert</name></json:item><json:item><name>Bernhard Swoboda</name><affiliations><json:string>Trier University, Trier, Germany</json:string></affiliations></json:item><json:item><name>Frank Haelsig</name><affiliations><json:string>SimonKucher & Partners, Kln, Germany</json:string></affiliations></json:item><json:item><name>Hanna SchrammKlein</name><affiliations><json:string>University of Siegen, Siegen, Germany</json:string></affiliations></json:item><json:item><name>Dirk Morschett</name><affiliations><json:string>University of Fribourg, Fribourg, Switzerland</json:string></affiliations></json:item></author><subject><json:item><lang><json:string>eng</json:string></lang><value>Retailing</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Brand equity</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Brands</value></json:item><json:item><lang><json:string>eng</json:string></lang><value>Consumer behaviour</value></json:item></subject><language><json:string>eng</json:string></language><originalGenre><json:string>research-article</json:string></originalGenre><abstract>Purpose The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customerbased retail brand equity when considering retailers as brands. Designmethodologyapproach A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customerbased retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors grocery, clothing, DIY, electronics and furniture. Findings Using multiplegroup structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding. Originalityvalue Understanding retailers as brands conceptually a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. 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Zaichkowsky</name></json:item></author><host><volume>12</volume><issue>3</issue><author></author><title>Journal of Consumer Research</title></host><title>Measuring the involvement construct</title></json:item></refBibs><genre><json:string>research-article</json:string></genre><host><volume>37</volume><publisherId><json:string>ijrdm</json:string></publisherId><pages><last>974</last><first>952</first></pages><issn><json:string>0959-0552</json:string></issn><issue>11</issue><subject><json:item><value>Management science & operations</value></json:item><json:item><value>Logistics</value></json:item><json:item><value>Distribution management & systems</value></json:item><json:item><value>Marketing</value></json:item><json:item><value>Distribution channels & markets</value></json:item><json:item><value>Marketing strategy/methods</value></json:item><json:item><value>Retailing</value></json:item></subject><genre><json:string>journal</json:string></genre><language><json:string>unknown</json:string></language><title>International Journal of Retail & Distribution Management</title><doi><json:string>10.1108/ijrdm</json:string></doi></host><categories><wos></wos><scienceMetrix><json:string>economic & social sciences</json:string><json:string>economics & business </json:string><json:string>marketing</json:string></scienceMetrix></categories><publicationDate>2009</publicationDate><copyrightDate>2009</copyrightDate><doi><json:string>10.1108/09590550910999370</json:string></doi><id>9038AC4F120FDB6182E2165341693079973770F0</id><score>1.0826962</score><fulltext><json:item><extension>pdf</extension><original>true</original><mimetype>application/pdf</mimetype><uri>https://api.istex.fr/document/9038AC4F120FDB6182E2165341693079973770F0/fulltext/pdf</uri></json:item><json:item><extension>zip</extension><original>false</original><mimetype>application/zip</mimetype><uri>https://api.istex.fr/document/9038AC4F120FDB6182E2165341693079973770F0/fulltext/zip</uri></json:item><istex:fulltextTEI uri="https://api.istex.fr/document/9038AC4F120FDB6182E2165341693079973770F0/fulltext/tei"><teiHeader><fileDesc><titleStmt><title level="a" type="main" xml:lang="en">Moderating role of involvement in building a retail brand</title></titleStmt><publicationStmt><authority>ISTEX</authority><publisher>Emerald Group Publishing Limited</publisher><availability><p>© Emerald Group Publishing Limited</p></availability><date>2009</date></publicationStmt><sourceDesc><biblStruct type="inbook"><analytic><title level="a" type="main" xml:lang="en">Moderating role of involvement in building a retail brand</title><author xml:id="author-1"><persName><forename type="first">D.</forename><surname>Ahlert</surname></persName></author><editor><persName><forename type="first">D.</forename><surname>Ahlert</surname></persName></editor><author xml:id="author-3"><persName><forename type="first">Bernhard</forename><surname>Swoboda</surname></persName><affiliation>Trier University, Trier, Germany</affiliation></author><author xml:id="author-4"><persName><forename type="first">Frank</forename><surname>Haelsig</surname></persName><affiliation>SimonKucher & Partners, Kln, Germany</affiliation></author><author xml:id="author-5"><persName><forename type="first">Hanna</forename><surname>SchrammKlein</surname></persName><affiliation>University of Siegen, Siegen, Germany</affiliation></author><author xml:id="author-6"><persName><forename type="first">Dirk</forename><surname>Morschett</surname></persName><affiliation>University of Fribourg, Fribourg, Switzerland</affiliation></author></analytic><monogr><title level="j">International Journal of Retail & Distribution Management</title><idno type="pISSN">0959-0552</idno><idno type="DOI">10.1108/ijrdm</idno><imprint><publisher>Emerald Group Publishing Limited</publisher><date type="published" when="2009-10-09"></date><biblScope unit="volume">37</biblScope><biblScope unit="issue">11</biblScope><biblScope unit="page" from="952">952</biblScope><biblScope unit="page" to="974">974</biblScope></imprint></monogr><idno type="istex">9038AC4F120FDB6182E2165341693079973770F0</idno><idno type="DOI">10.1108/09590550910999370</idno><idno type="filenameID">0890371104</idno><idno type="original-pdf">0890371104.pdf</idno><idno type="href">09590550910999370.pdf</idno></biblStruct></sourceDesc></fileDesc><profileDesc><creation><date>2009</date></creation><langUsage><language ident="en">en</language></langUsage><abstract><p>Purpose The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customerbased retail brand equity when considering retailers as brands. Designmethodologyapproach A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customerbased retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors grocery, clothing, DIY, electronics and furniture. Findings Using multiplegroup structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding. Originalityvalue Understanding retailers as brands conceptually a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.</p></abstract><textClass><keywords scheme="keyword"><list><head>keywords</head><item><term>Retailing</term></item><item><term>Brand equity</term></item><item><term>Brands</term></item><item><term>Consumer behaviour</term></item></list></keywords></textClass><textClass><keywords scheme="Emerald Subject Group"><list><label>cat-MSOP</label><item><term>Management science & operations</term></item><label>cat-LOG</label><item><term>Logistics</term></item><label>cat-DMS</label><item><term>Distribution management & systems</term></item></list></keywords></textClass><textClass><keywords scheme="Emerald Subject Group"><list><label>cat-MARK</label><item><term>Marketing</term></item><label>cat-DCM</label><item><term>Distribution channels & markets</term></item><label>cat-MSM</label><item><term>Marketing strategy/methods</term></item><label>cat-RET</label><item><term>Retailing</term></item></list></keywords></textClass></profileDesc><revisionDesc><change when="2009-10-09">Published</change></revisionDesc></teiHeader></istex:fulltextTEI><json:item><extension>txt</extension><original>false</original><mimetype>text/plain</mimetype><uri>https://api.istex.fr/document/9038AC4F120FDB6182E2165341693079973770F0/fulltext/txt</uri></json:item></fulltext><metadata><istex:metadataXml wicri:clean="corpus emerald not found" wicri:toSee="no header"><istex:xmlDeclaration>version="1.0" encoding="UTF-8"</istex:xmlDeclaration><istex:document><!-- Auto generated NISO JATS XML created by Atypon out of MCB DTD source files. Do Not Edit! --><article dtd-version="1.0" xml:lang="en" article-type="research-article"><front><journal-meta><journal-id journal-id-type="publisher-id">ijrdm</journal-id><journal-id journal-id-type="doi">10.1108/ijrdm</journal-id><journal-title-group><journal-title>International Journal of Retail & Distribution Management</journal-title></journal-title-group><issn pub-type="ppub">0959-0552</issn><publisher><publisher-name>Emerald Group Publishing Limited</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.1108/09590550910999370</article-id><article-id pub-id-type="original-pdf">0890371104.pdf</article-id><article-id pub-id-type="filename">0890371104</article-id><article-categories><subj-group subj-group-type="type-of-publication"><compound-subject><compound-subject-part content-type="code">research-article</compound-subject-part><compound-subject-part content-type="label">Research paper</compound-subject-part></compound-subject></subj-group><subj-group subj-group-type="subject"><compound-subject><compound-subject-part content-type="code">cat-MSOP</compound-subject-part><compound-subject-part content-type="label">Management science & operations</compound-subject-part></compound-subject><subj-group><compound-subject><compound-subject-part content-type="code">cat-LOG</compound-subject-part><compound-subject-part content-type="label">Logistics</compound-subject-part></compound-subject><subj-group><compound-subject><compound-subject-part content-type="code">cat-DMS</compound-subject-part><compound-subject-part content-type="label">Distribution management & systems</compound-subject-part></compound-subject></subj-group></subj-group></subj-group><subj-group subj-group-type="subject"><compound-subject><compound-subject-part content-type="code">cat-MARK</compound-subject-part><compound-subject-part content-type="label">Marketing</compound-subject-part></compound-subject><subj-group><compound-subject><compound-subject-part content-type="code">cat-DCM</compound-subject-part><compound-subject-part content-type="label">Distribution channels & markets</compound-subject-part></compound-subject><subj-group><compound-subject><compound-subject-part content-type="code">cat-RET</compound-subject-part><compound-subject-part content-type="label">Retailing</compound-subject-part></compound-subject></subj-group></subj-group><subj-group><compound-subject><compound-subject-part content-type="code">cat-MSM</compound-subject-part><compound-subject-part content-type="label">Marketing strategy/methods</compound-subject-part></compound-subject></subj-group></subj-group></article-categories><title-group><article-title>Moderating role of involvement in building a retail brand</article-title></title-group><contrib-group><contrib contrib-type="editor"><string-name><given-names>D.</given-names> <surname>Ahlert</surname></string-name><x>, </x><string-name><given-names>R.</given-names> <surname>Olbrich</surname></string-name><x>, </x><string-name><given-names>P.</given-names> <surname>Kenning</surname></string-name><x> and </x><string-name><given-names>H.</given-names> <surname>Schroeder</surname></string-name></contrib></contrib-group><contrib-group><contrib contrib-type="author"><string-name><given-names>Bernhard</given-names> <surname>Swoboda</surname></string-name><aff>Trier University, Trier, Germany</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Frank</given-names> <surname>Haelsig</surname></string-name><aff>Simon‐Kucher & Partners, Köln, Germany</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Hanna</given-names> <surname>Schramm‐Klein</surname></string-name><aff>University of Siegen, Siegen, Germany</aff></contrib><x></x><contrib contrib-type="author"><string-name><given-names>Dirk</given-names> <surname>Morschett</surname></string-name><aff>University of Fribourg, Fribourg, Switzerland</aff></contrib></contrib-group><pub-date pub-type="ppub"><day>09</day><month>10</month><year>2009</year></pub-date><volume>37</volume><issue>11</issue><issue-title>Retail Branding</issue-title><issue-title content-type="short">Retail Branding</issue-title><fpage>952</fpage><lpage>974</lpage><permissions><copyright-statement>© Emerald Group Publishing Limited</copyright-statement><copyright-year>2009</copyright-year><license license-type="publisher"><license-p></license-p></license></permissions><self-uri content-type="pdf" xlink:href="09590550910999370.pdf"></self-uri><abstract><sec><title content-type="abstract-heading">Purpose</title><x> – </x><p>The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customer‐based retail brand equity when considering retailers as brands.</p></sec><sec><title content-type="abstract-heading">Design/methodology/approach</title><x> – </x><p>A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customer‐based retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors (grocery, clothing, DIY, electronics and furniture).</p></sec><sec><title content-type="abstract-heading">Findings</title><x> – </x><p>Using multiple‐group structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding.</p></sec><sec><title content-type="abstract-heading">Originality/value</title><x> – </x><p>Understanding retailers as brands – conceptually – a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.</p></sec></abstract><kwd-group><kwd>Retailing</kwd><x>, </x><kwd>Brand equity</kwd><x>, </x><kwd>Brands</kwd><x>, </x><kwd>Consumer behaviour</kwd></kwd-group><custom-meta-group><custom-meta><meta-name>peer-reviewed</meta-name><meta-value>no</meta-value></custom-meta><custom-meta><meta-name>academic-content</meta-name><meta-value>yes</meta-value></custom-meta><custom-meta><meta-name>rightslink</meta-name><meta-value>included</meta-value></custom-meta></custom-meta-group></article-meta></front><body><sec><title>Introduction</title><p>While there certainly are many psychological effects on the relationship between the “objective” reality of a retailer and the way in which consumers perceive it (<xref ref-type="bibr" rid="b55">Luomala, 2003</xref>), the present study concentrates on involvement as a moderating factor. Involvement is commonly acknowledged as being a key determinant in consumers' shopping behaviour (including the choice of retail outlets; <xref ref-type="bibr" rid="b89">Steenkamp and Wedel, 1991</xref>). The present study assumes that involvement also influences the building of a strong retail brand.</p><p>Branding can be especially important in retailing, given its highly competitive nature and its strong influence on patronage behaviour (<xref ref-type="bibr" rid="b3">Ailawadi and Keller, 2004</xref>; <xref ref-type="bibr" rid="b38">Hartman and Spiro, 2005</xref>). Thus, the increasingly widely used view of the retailer as a brand is one of the most important trends in retailing (<xref ref-type="bibr" rid="b36">Grewal <italic>et al.</italic>, 2004</xref>). At the same time, empirical studies regarding the retailer as a brand have only been pursued on relatively rare occasions so far (<xref ref-type="bibr" rid="b26">Davies, 1992</xref>; <xref ref-type="bibr" rid="b48">Kent, 2003</xref>), while substantially more research has been conducted on store image. We have applied the terminological understanding of, e.g. <xref ref-type="bibr" rid="b3">Ailawadi and Keller (2004)</xref>, and do not equate retail brands with private labels, store brands or retailer brands. Instead the retailer itself is seen as the brand, e.g. Tesco, IKEA or Aldi.</p><p>The aim of the present study is to analyse how consumer involvement affects the relationship between the perception and evaluation of retailer attributes and customer‐based retail brand equity, using multiple‐group structural equation modelling. While previous studies concentrate on single retail sectors and raise the question of whether the results can be generalised to cover other retailing sectors (grocery: <xref ref-type="bibr" rid="b67">Morschett <italic>et al.</italic>, 2006</xref>; textiles: <xref ref-type="bibr" rid="b14">Birtwistle <italic>et al.</italic>, 1999</xref>; <xref ref-type="bibr" rid="b75">Pappu and Quester, 2006</xref>; furniture: <xref ref-type="bibr" rid="b37">Groeppel‐Klein <italic>et al.</italic>, 1999</xref>), the present study does look at the relevance of low‐involvement and high‐involvement consumers specific to the retail sector, but focuses mainly on the moderating role of involvement intersectorally.</p><p>Based on the present research on retailer attributes, their impact on customer‐based retail brand equity and the role of involvement in this relationship are conceptualised. Hypotheses address the relationship between perception of retailer attributes and retail brand equity, focusing particularly on the moderating role of involvement. Methodology and results form part of the empirical study, which then leads to the overall conclusions.</p></sec><sec><title>Conceptual framework, constructs and hypotheses</title><sec><title>Conceptualisation of the perception of retailer attributes</title><p>This study investigates a broad spectrum of customer‐perceived retailer activities that can be influenced actively by a firm. Only a few research studies have conducted a thorough investigation of the retail marketing mix with the aim of comparing specific attributes in terms of their relevance in building a strong retail brand (<xref ref-type="bibr" rid="b48">Kent, 2003</xref>; <xref ref-type="bibr" rid="b62">Miranda <italic>et al.</italic>, 2005</xref>). Thus, the following argumentation has to consider the research findings on retailer/store image, but without discussing the terminology due to the long history of changing conceptualisation (<xref ref-type="bibr" rid="b38">Hartman and Spiro, 2005</xref>).</p><p>In retailing research literature, consumers' perception of a retailer or of the retailer's activities as displayed in the retailer attributes can be considered closely related to the store image construct (<xref ref-type="bibr" rid="b66">Morschett <italic>et al.</italic>, 2005</xref>). Since the introduction of store image research (<xref ref-type="bibr" rid="b59">Martineau, 1958</xref>), researchers have devoted considerable attention to developing the idea that consumers hold images of particular stores in their minds (<xref ref-type="bibr" rid="b12">Berry, 1969</xref>; <xref ref-type="bibr" rid="b45">Kasulis and Lusch, 1981</xref>; <xref ref-type="bibr" rid="b58">Marks, 1976</xref>). As store image research has performed a great deal of work in identifying the major facets of store image, many differentiating factors could be found, e.g. eight attributes or marketing instruments in fashion retailing by <xref ref-type="bibr" rid="b14">Birtwistle <italic>et al.</italic> (1999)</xref>, four by <xref ref-type="bibr" rid="b92">Teas (1994)</xref>, six others by <xref ref-type="bibr" rid="b6">Barich and Srinivasan (1993)</xref> or <xref ref-type="bibr" rid="b60">Mazursky and Jacoby (1986)</xref> and different attributes by previous researchers (<xref ref-type="bibr" rid="b54">Lindquist, 1974/1975</xref>; <xref ref-type="bibr" rid="b28">Doyle and Fenwick, 1974/1975</xref>; <xref ref-type="bibr" rid="b29">Fisk, 1961/1962</xref>).</p><p>The present study attempts to apply a broad catalogue in order to detect wide facets of retailer attribute dimensions and their varying relevance when comparing different consumer segments based on low and high involvement. As in store image research, the retailer attributes in this paper are generally investigated without considering whether these attributes match. Unlike previous research, however, the authors argue that the individual retailer attributes perceived cannot be regarded in isolation because they do interact with one another in the mind of the consumer (<xref ref-type="bibr" rid="b58">Marks, 1976</xref>). This is a plausible argument for consumer‐based retailing studies (<xref ref-type="bibr" rid="b9">Bell <italic>et al.</italic>, 1997</xref>).</p></sec><sec><title>Conceptualisation of customer‐based retail brand equity</title><p>The literature contains a substantial number of different approaches to conceptualisation of brand equity (<xref ref-type="bibr" rid="b1">Aaker, 1991</xref>; <xref ref-type="bibr" rid="b97">Ye and van Raaij, 2004</xref>). <xref ref-type="bibr" rid="b3">Ailawadi and Keller (2004)</xref> point out that this conceptualisation is even more difficult for retail brands due to the special requirement and complexity of retail brand equity. While the authors generally agree with Keller's well‐known conceptualisation of brand equity as being composed of brand awareness and brand image (<xref ref-type="bibr" rid="b46">Keller, 1993, p. 8</xref>), the present study focuses on the latter because, for the largest retailers in a sector, variance in consumers' awareness is low and empirically, awareness is a prerequisite for image, so image and the resulting customer‐based retail brand equity can only be measured for those retailers that are known to the consumer.</p><p>In branding literature, different types of brand associations are distinguished by their level of abstraction. Keller classifies brand associations in three major categories of increasing abstraction: attributes, benefits and attitudes. Attitudes, i.e. summary judgments and overall evaluations, represent the most abstract and highest‐level type of brand association (<xref ref-type="bibr" rid="b46 b47">Keller, 1993, p. 4, 2003, p. 596</xref>). According to most researchers, the well‐researched attitude construct refers to an affect or a general evaluative reaction (<xref ref-type="bibr" rid="b5">Bagozzi, 1978</xref>). In the tri‐component theory, there are three components assigned to attitudes (<xref ref-type="bibr" rid="b5">Bagozzi, 1978</xref>; <xref ref-type="bibr" rid="b41">Iniesta and Sánchez, 2002, p. 264</xref>): a cognitive one, capturing the consumer's beliefs and knowledge, an affective one, reflecting feelings and emotions, and a conative one, resulting in the behavioural intention or willingness to develop an actual form of behaviour. To obtain a comprehensive view, the attitude‐based conceptualisation of retail brand equity in the present study includes these three components. At the same time, attitude research suggests that indicators of all three components converge to form a uni‐dimensional attitude measure (<xref ref-type="bibr" rid="b20">Burnkrant and Page, 1982</xref>). The indicators employed in our study, which cover all three components, are likeability (<xref ref-type="bibr" rid="b52">Lassar <italic>et al.</italic>, 1995</xref>; <xref ref-type="bibr" rid="b47">Keller, 2003</xref>; <xref ref-type="bibr" rid="b97">Ye and van Raaij, 2004</xref>), differentiation (<xref ref-type="bibr" rid="b26">Davies, 1992</xref>; <xref ref-type="bibr" rid="b70">Netemeyer <italic>et al.</italic>, 2004</xref>), trustworthiness (<xref ref-type="bibr" rid="b85">Sheth and Venkatesan, 1968</xref>; <xref ref-type="bibr" rid="b27">Doyle, 1990</xref>) and customer loyalty (<xref ref-type="bibr" rid="b7">Beatty <italic>et al.</italic>, 1988</xref>; <xref ref-type="bibr" rid="b17">Bloemer and de Ruyter, 1998</xref>; <xref ref-type="bibr" rid="b41">Iniesta and Sánchez, 2002</xref>; <xref ref-type="bibr" rid="b71">Oliver, 1999</xref>; <xref ref-type="bibr" rid="b95">Wallace <italic>et al.</italic>, 2004</xref>) (with the two indicators commitment and willingness to recommend).</p></sec><sec><title>Conceptualisation of involvement</title><p>The concept of involvement that has evolved from sociological research was introduced to marketing by <xref ref-type="bibr" rid="b51">Krugmann (1965</xref>; see <xref ref-type="bibr" rid="b65">Mittal (1995, p. 664)</xref> for the diversity of terms). There are three schools of thought in involvement research:<list list-type="order"><list-item><label>1. </label><p>In the salience of stimulus approach, involvement is expressed as the role of a stimulus in individual behaviour. This approach is independent of the individual motives or values of the consumer and relates solely to the stimulus and its characteristics (<xref ref-type="bibr" rid="b77">Petty <italic>et al.</italic>, 1983</xref>).</p></list-item><list-item><label>2. </label><p>The enduring product involvement approach understands involvement as the subjective and sustained importance of a stimulus that evolves as a result of proximity to the central motives and values of the individual (for ego involvement, see <xref ref-type="bibr" rid="b53">Lastovicka and Gardner, 1979</xref>).</p></list-item><list-item><label>3. </label><p>The attention/processing strategies (state) approach integrates both viewpoints. <xref ref-type="bibr" rid="b63">Mitchell (1979)</xref> understands involvement as a state of activation, motivation or interest that occurs if a stimulus is particularly relevant for the individual or generates situation‐related consequences. It is evoked by factors specific to the individual, to the stimulus, or to the situation and reflects the willingness to act upon the stimulus cognitively or emotionally.</p></list-item></list>This combination of approaches leads to an understanding of involvement as a complex, non‐observable construct that characterises a state of activation (particularly motivation) and of interest specific to an individual. This state is determined by external stimuli (e.g. retail store, situation) and by internal circumstances (e.g. self‐image, values). Since an individual is involved, emotional and cognitive processes (e.g. absorption and processing of information) are affected (<xref ref-type="bibr" rid="b44">Kapferer and Laurent, 1985, p. 290</xref>; <xref ref-type="bibr" rid="b53">Lastovicka and Gardner, 1979, p. 53</xref>; <xref ref-type="bibr" rid="b63">Mitchell, 1979, p. 194</xref>; <xref ref-type="bibr" rid="b76">Park <italic>et al.</italic>, 2007, p. 127</xref>). Although the degree of involvement changes constantly, many authors distinguish between the dichotomous occurrence of low and high involvement (<xref ref-type="bibr" rid="b18">Bloemer and de Ruyter, 1999</xref>; <xref ref-type="bibr" rid="b30">Flynn and Goldsmith, 1993</xref>; <xref ref-type="bibr" rid="b33">Gardner <italic>et al.</italic>, 1978</xref>; <xref ref-type="bibr" rid="b98">Yi and Jeon, 2003</xref>), where a distinction can be made between situational factors, personal factors and object or stimulus factors (<xref ref-type="bibr" rid="b68">Muncy and Hunt, 1984, p. 193</xref>; <xref ref-type="bibr" rid="b40">Houston and Rothschild, 1978, p. 184</xref>).</p><p>Empirical research has verified that highly involved individuals seek out information actively and draw on more information than individuals with low involvement (<xref ref-type="bibr" rid="b24">Craik and Lockhart, 1972</xref>; <xref ref-type="bibr" rid="b57">Maoz and Tybout, 2002</xref>; <xref ref-type="bibr" rid="b76">Park <italic>et al.</italic>, 2007</xref>). With low involvement, more information consistent to pattern is retained than with high involvement, meaning that consistency of information provided is particularly important with low involvement. As shown by <xref ref-type="bibr" rid="b83">Shao <italic>et al.</italic> (2004)</xref>, appropriate dress by service personnel influences purchasing behaviour, particularly for customers with low involvement. In addition, people with low involvement frequently fall back on central, salient characteristics/features of a schema, thus it is wise to communicate only a small amount of information under low‐involvement conditions.</p><p>We should point out that this study considers consumers' individual involvement to be a behavioural research construct, but not a specific product attribute, as is the case in some studies (<xref ref-type="bibr" rid="b23">Churchill and Surprenant, 1982</xref>; <xref ref-type="bibr" rid="b35">Gotlieb <italic>et al.</italic>, 1992</xref>). These studies refer to high‐involvement and low‐involvement products. This is based on the assumption that certain products (due to their attributes or area of application) lead to high or low involvement, respectively, by every consumer. The authors consider this to be a rather unrealistic approach and one that is questionable from the point of view of behavioural research, thus it is not pursued further.</p><p>In explaining the building of a retail brand, the link to consumer involvement is a promising one and it can be assumed that involvement influences perception of the retail brand. This assumption can be linked to the studies that show involvement to be an antecedent of store choice (<xref ref-type="bibr" rid="b89">Steenkamp and Wedel, 1991</xref>) or studies on product brand and retail store perception (<xref ref-type="bibr" rid="b82">Schramm‐Klein <italic>et al.</italic>, 2007</xref>). Studies on general brand loyalty show that high involvement is a sign of a strong emotional link to the brand concerned, while a more half‐hearted, routine choice of a brand is an indication of low involvement. At the same time, the relevance of involvement is not universal. <xref ref-type="bibr" rid="b10">Berens <italic>et al.</italic> (2005, S. 44)</xref>, for example, only demonstrated a limited moderating effect by involvement on the relationship between corporate brand and evaluation of a product.</p></sec><sec><title>Conceptual framework and hypotheses</title><p>Having provided a brief review of the literature and description of the authors' understanding of the constructs used, this section concludes by setting forth a conceptual framework (<xref ref-type="fig" rid="F_0890371104001">Figure 1</xref>).</p></sec><sec><title>General relations</title><p>When forming a general understanding, it is important to note that consumers are inclined to simplify when assessing effect and are thus unable to judge individual, “objectively” different properties of an object truly independently of one another, with the result that the consumer tends rather to base his judgment on key information, for example, as well as on irradiation effects. Thus, consumers' perception of store attributes can be divided into different central dimensions, and as pointed out, the individual dimensions cannot be regarded in isolation because they do interact with one another in the mind of the consumer (<xref ref-type="bibr" rid="b58">Marks, 1976</xref>). Human cognition and perception is an integrated process, which means that perception is not an isolated process of specific senses, but an integrated assimilation of stimuli (<xref ref-type="bibr" rid="b34">Gerrig and Zimbardo, 2004</xref>). It appears plausible, therefore, that perception of an individual retailer attribute irradiates onto other attributes (<xref ref-type="bibr" rid="b9">Bell <italic>et al.</italic>, 1997</xref>; <xref ref-type="bibr" rid="b91">Swoboda <italic>et al.</italic>, 2007</xref>). Thus, the authors assume that consumers' perception of store attributes emerges from different central dimensions that are not independent of one other. While previous studies that have identified relevant retailer attributes and central dimensions in specific retail sectors have come to generally similar results across sectors, it remains to be analysed whether the same dimensions apply to all retail sectors.</p><p>The results discussed from the literature (<xref ref-type="bibr" rid="b72">Oppewal and Timmermans, 1997</xref>) and the conceptualisation presented continue to allow the conclusion that evaluation of the central dimensions of retailer attributes has a positive influence on customer‐based retail brand equity. In <xref ref-type="bibr" rid="b56">Malhotra's (1983)</xref> threshold model of store choice, five salient characteristics that influence store choice are identified, namely service quality, variety and selection, acceptable prices, convenience of location and physical facilities. <xref ref-type="bibr" rid="b81">Rinne and Swinyard (1995)</xref> or <xref ref-type="bibr" rid="b60">Mazursky and Jacoby (1986)</xref> also illustrate in their studies that the evaluations of these store attributes are not of equal importance.</p><p>Besides these quite rare comparisons of the effect of retailer attributes, the literature also provides analyses of individual retailer attributes that illustrate the importance of the specific attribute, usually considered in isolation and without making any comparisons. These studies show that the evaluation of certain central dimensions, as for example the perceived service (quality), are found to be a significant predictor of behavioural intentions and patronage behaviour, e.g. repeat purchase and recommendation behaviour (<xref ref-type="bibr" rid="b15">Bitner, 1990</xref>). <xref ref-type="bibr" rid="b96">Woodside <italic>et al.</italic> (1989)</xref> showed in their study that there is a significant association between the evaluation of service quality and re‐purchase behaviour. Owing to space limitation, it is not possible to refer to all studies that have demonstrated the relevance of particular retailer attributes, usually considered in isolation and without comparing the strength of the effects (price: <xref ref-type="bibr" rid="b13">Binkley and Bejnarowicz, 2003</xref>; assortment: <xref ref-type="bibr" rid="b4">Amine and Cadenat, 2003</xref>; advertising: <xref ref-type="bibr" rid="b78">Rajiv <italic>et al.</italic>, 2002</xref>; store design: <xref ref-type="bibr" rid="b93">Turley and Chebat, 2002</xref>). Thus, the following two hypotheses are formulated:</p><p><italic>H1a.</italic> The more positive the evaluation of the different dimensions of retailer attributes, the more positive customer‐based retail brand equity is influenced.</p><p><italic>H1b.</italic> The strength of this influence differs between the dimensions.</p></sec><sec><title>The moderating role of involvement</title><p>As pointed out, a distinctive feature of the study is its focus on the role of involvement in building a strong retail brand. In order to understand involvement, its ego, stimulus and situations components are to be viewed in terms of perception of retailing attributes and thus, their effect on retail brand equity. As shown, it can be assumed that the higher the involvement of consumers, the greater their personal interest/relevance and their emotional and cognitive commitment, which determine the more complex and in‐depth processing of information, as well as the more detailed elaboration processes by individuals. It was shown in many studies that highly involved individuals seek out information actively and draw on more information than individuals with low involvement (<xref ref-type="bibr" rid="b77">Petty <italic>et al.</italic>, 1983, p. 135</xref>; <xref ref-type="bibr" rid="b17">Bloemer and de Ruyter, 1998, p. 502</xref>).</p><p>Transposed to the present question, involvement may not only influence individual consumer perceptions of retail brand equity and of retailer attributes, but also affect the influence of retailer attribute evaluation on attitudinal customer‐based retail brand equity. Perception is a subjective, selective and individual process. Against this background, involvement can be considered in the context surveyed as a moderating variable that influences the character and intensity of relationships between the dimensions in the effect model (<xref ref-type="bibr" rid="b25">Darrow and Kahl, 1982, p. 35</xref>; <xref ref-type="bibr" rid="b84">Sharma <italic>et al.</italic>, 1981, p. 291</xref>).</p><p>In principle, the literature assumes that involvement has a positive influence on the effect relationships between two constructs. Involved consumers value the product more, engage in more product‐related activities, and have a better knowledge of product attributes and prices (<xref ref-type="bibr" rid="b16">Bloch and Richins, 1983</xref>; <xref ref-type="bibr" rid="b80">Richins and Bloch, 1986</xref>). As consumers with high involvement have a better knowledge of the current price level, they are more attracted by a particularly favourable price‐value ratio than consumers with low involvement, who do not have this knowledge to such a large extent (<xref ref-type="bibr" rid="b21">Chandrashekaran and Grewal, 2003</xref>). Some other studies in retailing show that involvement has a positive influence on the effect relationship of a model, for example on product brand perception or retail store perception and product brand loyalty (<xref ref-type="bibr" rid="b82">Schramm‐Klein <italic>et al.</italic>, 2007</xref>), but do not state which attributes are relevant here. As also highlighted, the influence of involvement is not always evident. <xref ref-type="bibr" rid="b90">Suh and Yi (2006)</xref> demonstrate the differently oriented influence of involvement. In their study, involvement reduces the direct effects of satisfaction on brand attitudes and loyalty, but it enhances the indirect effects of advertisement attitudes and corporate image. Other authors, however, highlight the positive moderating effect of involvement. In an analysis of the effects of loyalty programmes on value perception, programme loyalty and brand loyalty, <xref ref-type="bibr" rid="b98">Yi and Jeon (2003)</xref>, for example, show that value perception of the loyalty programme influences brand loyalty both directly and indirectly through programme loyalty. Under low‐involvement conditions, there is no direct effect of value perception on brand loyalty. Thus, a largely positive influence is weakened by the moderating effect of low involvement to the extent that this positive effect no longer exists.</p><p>Although there is no absolutely clear indication in this context as to what effect involvement has on specific attribute dimensions, we assume a positive effect of high involvement on an effect relationship based on the studies mentioned. In this respect and combined with the common differentiation of high‐ and low‐involvement consumers, it can be hypothesized that:</p><p><italic>H2.</italic> The evaluation of the dimensions of retailer attributes influences customer‐based retail brand equity more strongly when consumers are highly involved than when they have low involvement.</p></sec></sec><sec><title>Methodology</title><sec><title>Sample characteristics</title><p>An empirical study was conducted in one German city with face‐to‐face interviews and 3,000 respondents (600 in grocery, clothing, DIY, electronics and furniture retailing). To ensure that the sample was representative of the population, quota sampling was conducted, taking consideration of the statistical distribution of shoppers in Germany in terms of their age and gender.</p><p>Each respondent was asked about one specific retail store. The stores used as stimuli in the study were chosen based on recall values for the specific retail brand in a pre‐test. In this pre‐test, consumers were asked to list the retailers where a specific product group (e.g. groceries, clothing and furniture) could be purchased. It was also established that each respondent did his/her shopping at least occasionally in this store.</p><p>Since the study covered different retail sectors, it is important not only to test the validity of the constructs, but also to assure measurement invariance across these sectors to be able to integrate the data and the resulting coefficients (<xref ref-type="bibr" rid="b39">Horn and McArdle, 1992, p. 117</xref>). This procedure states that a measurement model must be checked for invariance at three basic levels (configural, metric and scalar invariance), where each stage must be viewed as a prerequisite for the next stage. The results of the validity test and the test for configural, metric and scalar invariance (<xref ref-type="bibr" rid="b88">Steenkamp and Baumgartner, 1998</xref>; <xref ref-type="bibr" rid="b94">van den Berg and Lance, 2000</xref>; <xref ref-type="bibr" rid="b22">Cheung and Rensvold, 2002</xref>) are included in <xref ref-type="fig" rid="F_0890371104004 F_0890371104005">Tables I and II</xref>.</p></sec><sec><title>Measurement and central dimensions of the perception of retailer attributes</title><p>As described before, perception of retailer attributes was measured with a comprehensive battery of items to cover a broad range of retailer attributes following, among others, <xref ref-type="bibr" rid="b60">Mazursky and Jacoby (1986)</xref> and <xref ref-type="bibr" rid="b74">Pan and Zinkhan (2006)</xref>. To establish meaningful groups of items, the items were analysed (after extensive examination and following adjustment of the battery of items) by exploratory and (then) confirmatory factor analysis, using the split‐half method as cross‐validation (across all five sectors).</p><p>The following adjustments of the item battery had to be done (beginning with 19 items): within the battery of items, the empirical research asked about the attractiveness of the “private label products” offered. The number of missing values (25 per cent) was too high, however, for this item to be analysed further. The authors explain this by the fact that the consumers only perceive the private label products by implication, but often cannot differentiate them consciously from the other products. The number of missing values was also too high for the item “appealing special offers”. The “location” variable was eliminated due to the surprisingly very low indicator reliability in the first calculation of a confirmatory factor analysis. The “cleanliness” variable did load highly, but not unambiguously, on two separate factors and therefore was not considered.</p><p>Following the theoretical considerations that the underlying factor structures are probably not independent of each other, an oblimin rotation was applied to the data set, i.e. across all five retail sectors. The Kaiser‐Meyer‐Olkin (KMO) measure of sampling adequacy was 0.814 and the <italic>χ</italic><sup>2</sup> of Bartlett's test of sphericity was 8,191.3 (sign.=0.000). Five factors were extracted that are easy to interpret from the loadings displayed (<xref ref-type="fig" rid="F_0890371104004">Table I</xref>).</p><p>To test this result further (and due to the rather heterogeneous results in prior store image research), the reliability and validity of the scale and its dimensions were evaluated. Confirmatory factor analysis was applied to the five latent constructs identified in the exploratory factor analysis using the second half of the sample.</p><p>The model was calculated with AMOS 7.0, applying the maximum‐likelihood method (<xref ref-type="bibr" rid="b49">Kline, 1998</xref>). As shown in <xref ref-type="fig" rid="F_0890371104002">Figure 2</xref> the overall fit measures indicate a good fit of the model to the empirical data. The expected interdependence between the latent constructs is clearly visible in the path coefficients (<xref ref-type="bibr" rid="b32">Fornell and Larcker, 1981</xref>; see <xref ref-type="fig" rid="F_0890371104005">Table II</xref> for the detailed test for discriminant validity for the total sample). But even the highest coefficient, however, (between service and store design) still indicates discriminant validity.</p><p>Thus, the five‐dimensional structure for perception of retailer attributes is confirmed by the data. In a last step, measurement invariance across the five retail sectors was also analysed successfully and partial scalar invariance was demonstrated; the values for Δ‐CFI, Δ‐TLI and RMSEA met the prescriptive thresholds. Partial scalar invariance is the minimum requirement for using the same model in different retail sectors in order to draw general conclusions (<xref ref-type="fig" rid="F_0890371104004">Table I</xref>).</p></sec><sec><title>Measurement of customer‐based retail brand equity</title><p>Single indicators that were used to capture attitudinal retail brand equity are likeability, commitment, willingness to recommend, trustworthiness and differentiation. In view of its special importance, loyalty was measured using the two indicators commitment and customers' willingness to recommend the retailer (<xref ref-type="bibr" rid="b41">Iniesta and Sánchez, 2002</xref>; <xref ref-type="bibr" rid="b73">Osman, 1993</xref>). It seems necessary to use multiple items for retail brand equity because it is abstract and cannot be measured by a single item (see for a detailed discussion on this aspect: <xref ref-type="bibr" rid="b11">Bergkvist and Rossiter (2007)</xref>).</p><p>Cronbach's coefficient alpha is used to assess reliability, and the adjusted item‐to‐total correlation is high for all items. The KMO measure of sampling adequacy was 0.833 and the <italic>χ</italic><sup>2</sup> of Bartlett's test of sphericity was 3,047.4 (sign.=0.000). The results of the factor analysis are given in <xref ref-type="fig" rid="F_0890371104006">Table III</xref>.</p><p>The scale is internally consistent. Furthermore, the authors are able to illustrate partial scalar invariance for the scale, which means that it can be used for all five retail sectors.</p><p>When examining the nomological validity of retail brand equity, its ability to predict shoppers' buying behaviour (measured by share of spending in the specific retail sector at the retailer analysed) was tested by evaluating the results of a regression analysis. With <italic>R</italic><sup>2</sup> of almost 0.4, the explanatory power is reasonably good compared to other studies.</p></sec><sec><title>Measurement of involvement</title><p>Validated scales to measure involvement can be found in the literature, but these do not appear suitable for unrestricted use in connection with retail branding and they also encompass a huge number of indicators. Please refer, for example, to <xref ref-type="bibr" rid="b44">Kapferer and Laurent (1985)</xref>, <xref ref-type="bibr" rid="b79">Ratchford (1986)</xref>, <xref ref-type="bibr" rid="b80">Richins and Bloch (1986)</xref> and <xref ref-type="bibr" rid="b99">Zaichkowsky (1985)</xref> on validated scales, and to <xref ref-type="bibr" rid="b43">Jain and Srinivasan (1990, 15 indicators)</xref>, <xref ref-type="bibr" rid="b61">McQuarrie and Munson (1986, 22 indicators)</xref>, <xref ref-type="bibr" rid="b86">Slama and Tashchian (1985, 33 indicators)</xref> and <xref ref-type="bibr" rid="b99">Zaichkowsky (1985, 20 indicators)</xref> for hugely comprehensive surveys.</p><p>This is contrasted by involvement measures based on single statements on “enjoyable shopping” or scales with only two indicators (<xref ref-type="bibr" rid="b10">Berens <italic>et al.</italic>, 2005, S. 46</xref>). In order to strike a balance and as conceptualised, ego, stimulus and situational involvement were each measured using two indicators in an identical manner, but adapted semantically to the retail sector concerned (<xref ref-type="fig" rid="F_0890371104007">Table IV</xref>).</p><p>Ego involvement was operationalised based on the indicators analysed by <xref ref-type="bibr" rid="b65">Mittal (1995, p. 673)</xref> and by <xref ref-type="bibr" rid="b69">Neese and Taylor (1994, p. 68)</xref>. The items for measuring stimulus involvement are geared to the original four‐item scale by <xref ref-type="bibr" rid="b8">Beatty and Talpade (1994, p. 333)</xref>, as well as the reduced three‐item version by <xref ref-type="bibr" rid="b31">Flynn <italic>et al.</italic> (1996, p. 137)</xref>. Situational involvement (purchase decision involvement) was measured using the scales developed by <xref ref-type="bibr" rid="b64">Mittal (1989, p. 152)</xref> and <xref ref-type="bibr" rid="b79">Ratchford (1986, p. 28)</xref>. This six‐item scale was tested in a previous, unpublished study in the grocery retailing sector.</p><p>The exploratory factor analysis yielded one factor. Thus, the various facets of involvement are included in the scale, but the result bears out those authors who entertain some doubts about involvement being represented by three separate, selective factors and thus only pinpoint one factor.</p><p>The KMO value of 0.785 is satisfactory for the factor, as is a highly significant <italic>χ</italic><sup>2</sup> value of 9,376.698 from the Bartlett test (df=15, <italic>p</italic>=0.000). On the other hand, further quality checks on the scale revealed too low reliability (0.210) for the “Situational involvement II” indicator, with the result that this indicator was eliminated in further analysis steps. As part of the subsequent, renewed exploratory factor analysis of the reduced involvement scale, a factor is again extracted, yielding a somewhat better KMO value of 0.862 and an extremely significant <italic>χ</italic><sup>2</sup> value of 7,806.515 from the Bartlett test (df=10, <italic>p</italic>=0.000). Cronbach's alpha shows a value of 0.862. The majority of the quality criteria in the following test stages display good results and exceed the minimum requirements by a wide margin in most cases (<xref ref-type="fig" rid="F_0890371104008">Table V</xref>).</p><p>Indicator reliability is slightly below the required level, and the RMSEA exceeds the maximum value very slightly. The configural invariance model and the more restrictive full metric invariance model were fulfilled, but not the more complete scalar invariance model (violation of the Δ‐CFI value at 0.059). As a result, the scale had to be tested for partial scalar invariance, with the residual values of those indicators with the highest modification indices being determined successively. This procedure led to an improvement in the CFI value, and the difference compared to the basic model was reduced to 0.011, thus the required limiting value for Δ‐CFI was only exceeded very slightly. This appears sufficient for the partial scalar invariance to be accepted.</p></sec></sec><sec><title>Hypothesis testing</title><sec><title>Analysis of the impact of retailer attributes on customer‐based retail brand equity</title><p>Based on the hypotheses and the results concerning the central dimensions of perception of retailer attributes, the model has been tested with the full sample (<xref ref-type="fig" rid="F_0890371104003">Figure 3</xref>). It is possible to include the data from the five retail sectors because measurement invariance between the sectors has been demonstrated for all constructs in the model. The model analyses the impact of retailer attributes on retail brand equity for the total sample, i.e. all five retailing sectors simultaneously, in order to reveal effects that occur across the retail sectors.</p><p>The global fit dimensions provide good values for the model and exceed the required minimum standards. The structural model is suitable for analysing the influence of perceived dimensions of retailer attributes on retail brand equity. The standardised path coefficients show a positive but different effect of each dimension of retailer attributes on retail brand equity. As the squared multiple correlation (SMC) value show, the model explains the building of retail brand equity very well. It is interesting to note that the result showing special relevance of service in building a strong retail brand was clearly verified in a study by <xref ref-type="bibr" rid="b72">Oppewal and Timmermans (1997)</xref>, which concludes that retailers themselves consider service to be the dimension where they can stand out against their competitors with most positive effect. The considerable influence of price and store design, however, is also evident. With regard to consumer service, the empirical results, which identify service as the most important antecedent of customer‐based retail brand equity among all dimensions of retailer attributes, support the emphasis that customer service has received in recent retail research (<xref ref-type="bibr" rid="b19">Bolton <italic>et al.</italic>, 2007</xref>; <xref ref-type="bibr" rid="b91">Swoboda <italic>et al.</italic>, 2007</xref>). The results also demonstrate that the focus of previous studies on price only is not appropriate in retailing. While it does not exert a dominant influence, it is nevertheless of almost equal importance as consumer service. Unlike the results of other studies (<xref ref-type="bibr" rid="b50">Koelemeijer and Oppewal, 1999</xref>; <xref ref-type="bibr" rid="b87">Stassen <italic>et al.</italic>, 1999</xref>), evaluation of the assortment only has a minor, but still significant effect on retail brand equity and, indirectly, on purchasing behaviour in this study. In many retail sectors, assortment may not provide retailers with the opportunity to create distinctive retail brand equity because the customer perceives the assortment of retailers as being almost interchangeable. All in all, these results indicate support for <italic>H1a</italic> and <italic>H1b</italic>.</p></sec><sec><title>The role of involvement</title><p>In accordance with the hypothesis, the sample was divided into two groups in line with the widely used dichotomous differentiation into low involvement and high involvement using the median of the involvement factor values (<xref ref-type="bibr" rid="b33">Gardner <italic>et al.</italic>, 1978, p. 585</xref>; <xref ref-type="bibr" rid="b42">Jaccard and Wan, 1996, p. 49</xref>). One partial data set showed a greater level of involvement and the other a lesser level. Thus, it is possible to compare the effect relationships of the model between the low‐involvement and high‐involvement consumer groups, for which a multi‐group causal analysis was used, although a moderated regression analysis, for example, would also have been possible in this case.</p><p>First, <xref ref-type="fig" rid="F_0890371104009">Table VI</xref> shows the distribution of the two groups over the retail sectors concerned. Both involvement groups appear remarkably often in each sector. It is striking, however, that the majority of consumers in the grocery retailing sector believe themselves that they have a high level of involvement. In DIY and electronics retailing, however, most consumers characterise their involvement as rather low.</p><p><italic>H2</italic>, relating to the role of involvement on the effect of retailer attribute dimensions on retail brand equity, led to a comparison of the two consumer groups. The results of multiple‐group structural equation modelling are shown in <xref ref-type="fig" rid="F_0890371104010">Table VII</xref>. Here, too, the values obtained for global fit criteria are good. Furthermore, the SMCs for retail brand equity show very high values in both partial samples. Thus, the model developed can also be applied in the same way in these two consumer segments. In addition, all but one of the standardised estimators of structural equation coefficients are significant at the 0.1 per cent level; however the exception is at least still significant at the 1 per cent level.</p><p>The table shows the hypothesized deviations in the importance of various retail marketing instruments based on the regarding their influence on retail brand equity in the two consumer segments. Thus, it can be concluded that consumer involvement in retailing has a moderating effect on the effect relationships, however this effect is not always significantly positive in the way formulated in <italic>H2</italic>. The general formulated <italic>H2</italic> cannot be confirmed as being universally applicable because, for service and assortment, influence on retail brand equity is significantly higher for consumers with low involvement than for highly involved consumers. These results are confirmed by the authors mentioned, who do not assume that involvement has a general effect, but call for this to be analysed in detail. For this reason, particular importance is attached to the following discussion on content of the findings.</p></sec></sec><sec><title>Discussion and implications</title><p>The study shows in a general and stable model that evaluation of various dimensions of retailer attributes influences consumer‐based retail brand equity, and in what way. On the one hand, this creates an awareness in general of the relevance of store attributes in building a strong retail brand, and on the other hand it is shown that not only one, but also several instruments should be taken into account in explaining retail brand equity. It was not the aim of the present study to break building of a retail brand down to the level of an individual sector or firm; the objective was rather to identify common dimensions of retailer attributes applying intersectorally and which have an impact on retail brand equity. Retailers' service quality seems to be of highest importance, but also the considerable influence of the price and store design have to be highlighted. It underlines the fact that the price, which is often the dominant factor in retailing, should not be overestimated for retailing in general and, in conformity with the actual aims of several price leaders in various sectors in Germany, price should be supplemented by other attributes for positioning of a firm as a retail brand.</p><p>The main focus of the present study, however, was the role of involvement, which is why the most concrete implications were obtained in this respect. Here, too, the managerial implications are first of all to create an awareness of the importance of involvement, be this in their own sector (from the customer's perspective) and above all to establish their own firm as a strong retail brand. As indicated, the studies conducted so far were only able to assume a difference in perception or in processing of information by customers with low and high involvement. Based on <italic>H2</italic>, the following discussion focuses on the perceived dimensions of retailer attributes. All in all, it can be concluded that service and assortment have a greater effect on retail brand equity in the customer group with low involvement and that price/value ratio, communication and store design are the dimensions with a higher effect on retail brand equity for consumers with high involvement. It has to be noted that these differences are not significant. The following explanations can be provided for the individual findings based on the preceding discussion of the results of other studies.</p><p>The influence of service is significantly greater for customers with low involvement than for highly involved customers. There is a plausible reason for this: consumers with high involvement are presumably informed on the product beforehand (<xref ref-type="bibr" rid="b57">Maoz and Tybout, 2002</xref>; <xref ref-type="bibr" rid="b76">Park <italic>et al.</italic>, 2007</xref>) and thus, do not have to rely entirely on service and advice from sales personnel. In addition, other studies have shown that it is the sales personnel and the perceived service quality they provide in sales situations with low involvement that have an important influence on evaluation of a retail firm. This can even go to such lengths that the outward appearance of the personnel, as an indicator of reliability and competence, influences purchasing behaviour (as demonstrated by <xref ref-type="bibr" rid="b83">Shao <italic>et al.</italic>, 2004</xref>); particularly for customers with low involvement.</p><p>Similar conclusions can be drawn for assortment, which has also been verified as having stronger effects in the consumer group with low involvement. On the other hand, well‐informed customers do not appear to require a particularly wide assortment because they have already formed an opinion on the basis of the various information they have gathered and thus, do not need a particularly large selection. This finding, however, should certainly be subjected to future discussion.</p><p>Closely related to this topic is the considerable importance of store design for consumers with high involvement. Based on the assumption that, due to their greater interest, these consumers have already gained an overview in the so‐called pre‐purchase phase and formed an opinion, it is important for consumers with high involvement to be able to find their way around a store relatively quickly so that they can locate the desired articles quickly and easily. On the other hand, consumers with high involvement are more receptive to stimuli and information from the store environment. This would also be an exciting topic for more detailed investigation, bearing in mind the many studies on in‐store management (<xref ref-type="bibr" rid="b93">Turley and Chebat, 2002</xref>).</p><p>The stronger effect relationship between price/value ratio and retail brand equity found in consumers with high involvement can be explained without doubt by the fact that high‐involvement customers have more precise information and conceptions and can also assess the price/value ratio more “objectively” (i.e. whether a price reflects the value of products) than consumers with low involvement. As mentioned before, involved consumers value the product more, engage in more product‐related activities and have a better knowledge of product attributes and prices (<xref ref-type="bibr" rid="b21">Chandrashekaran and Grewal, 2003</xref>; <xref ref-type="bibr" rid="b80">Richins and Bloch, 1986</xref>). Thus, the high‐involvement customers are influenced more easily by a positively perceived price/value ratio than customers with low involvement, who may not even be directly aware that a price is attractive.</p><p>The greater importance of communication policy in relation to consumers with high involvement can be explained by the communication indicators of the respective retail firm, the content of which is formulated in relatively concrete terms. If involvement is higher, customers take more notice of the retail firm's communications and can thus form an opinion more easily (<xref ref-type="bibr" rid="b21">Chandrashekaran and Grewal, 2003</xref>). On the other hand, customers with low involvement only perceive a firm's communications subliminally or to a limited extent because, for example, they are less interested in the retailer or the retail sector concerned and what it has to offer.</p><p>These types of consideration can be applied when building a retail brand. All in all, the results discussed show that consumer involvement has a moderating influence on the effect relation between individual perception of retailer brand attributes and retail brand equity, as was expected in view of the central role of involvement as an antecedent for consumer behaviour in general. At the same time, however, it was shown for the first time for retailing in general that different attributes are relevant to retail brand equity, depending on the level of involvement.</p><p>Of course, the present study is limited in some aspects. A sector‐specific view or even an analysis specific to a particular firm would be more meaningful for its management and would also allow precise conclusions to be drawn for retailing sectors and individual firms. On the other hand, covering several sectors in the present study enabled the authors to generalise their observations to a certain extent. It was methodologically important to check the constructs for measuring invariance across the five retail sectors. Furthermore, the fact that the analysis was restricted to a single city has obvious disadvantages. Nevertheless, the main level of competition in retailing is still found locally or specific to a location.</p></sec><sec><fig position="float" id="F_0890371104001"><label><bold>Figure 1<x> </x></bold></label><caption><p>Conceptual framework</p></caption><graphic xlink:href="0890371104001.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104002"><label><bold>Figure 2<x> </x></bold></label><caption><p>Model and global fit criteria for confirmatory factor analysis of the perception items</p></caption><graphic xlink:href="0890371104002.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104003"><label><bold>Figure 3<x> </x></bold></label><caption><p>Integrated model of the impact of perceived central dimensions of retailer attributes on retail brand equity (total sample)</p></caption><graphic xlink:href="0890371104003.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104004"><label><bold>Table I<x> </x></bold></label><caption><p>Construct validity of the perceived dimensions of retailer attributes</p></caption><graphic xlink:href="0890371104004.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104005"><label><bold>Table II<x> </x></bold></label><caption><p>Test of discriminant validity of the perceived dimensions of retailer attributes</p></caption><graphic xlink:href="0890371104005.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104006"><label><bold>Table III<x> </x></bold></label><caption><p>Construct validity of customer‐based retail brand equity and invariance test</p></caption><graphic xlink:href="0890371104006.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104007"><label><bold>Table IV<x> </x></bold></label><caption><p>Statements on measurement of involvement</p></caption><graphic xlink:href="0890371104007.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104008"><label><bold>Table V<x> </x></bold></label><caption><p>Construct validity of involvement and invariance test</p></caption><graphic xlink:href="0890371104008.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104009"><label><bold>Table VI<x> </x></bold></label><caption><p>Distribution of low and high involved consumers in the five retail sectors</p></caption><graphic xlink:href="0890371104009.tif"></graphic></fig></sec><sec><fig position="float" id="F_0890371104010"><label><bold>Table VII<x> </x></bold></label><caption><p>Influence of the perceived dimensions of retailer attributes on retail brand equity in different consumer segments formed according to level of involvement</p></caption><graphic xlink:href="0890371104010.tif"></graphic></fig></sec></body><back><ref-list><title>References</title><ref id="b1"><mixed-citation><person-group person-group-type="author"><string-name><surname>Aaker</surname>, <given-names>D.</given-names></string-name></person-group> (<year>1991</year>), <source><italic>Managing Brand Equity</italic></source>, 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NY</publisher-loc>.</mixed-citation></ref></ref-list><app-group><app id="APP1"><title>Corresponding author</title><p>Bernhard Swoboda can be contacted at: b.swoboda@uni‐trier.de</p></app></app-group></back></article></istex:document></istex:metadataXml><mods version="3.6"><titleInfo lang="en"><title>Moderating role of involvement in building a retail brand</title></titleInfo><titleInfo type="alternative" lang="en" contentType="CDATA"><title>Moderating role of involvement in building a retail brand</title></titleInfo><name type="personal"><namePart type="given">D.</namePart><namePart type="family">Ahlert</namePart></name><name type="personal"><namePart type="given">D.</namePart><namePart type="family">Ahlert</namePart><role><roleTerm type="text">editor</roleTerm></role></name><name type="personal"><namePart type="given">Bernhard</namePart><namePart type="family">Swoboda</namePart><affiliation>Trier University, Trier, Germany</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Frank</namePart><namePart type="family">Haelsig</namePart><affiliation>SimonKucher & Partners, Kln, Germany</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Hanna</namePart><namePart type="family">SchrammKlein</namePart><affiliation>University of Siegen, Siegen, Germany</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Dirk</namePart><namePart type="family">Morschett</namePart><affiliation>University of Fribourg, Fribourg, Switzerland</affiliation><role><roleTerm type="text">author</roleTerm></role></name><typeOfResource>text</typeOfResource><genre type="research-article" displayLabel="research-article"></genre><originInfo><publisher>Emerald Group Publishing Limited</publisher><dateIssued encoding="w3cdtf">2009-10-09</dateIssued><copyrightDate encoding="w3cdtf">2009</copyrightDate></originInfo><language><languageTerm type="code" authority="iso639-2b">eng</languageTerm><languageTerm type="code" authority="rfc3066">en</languageTerm></language><physicalDescription><internetMediaType>text/html</internetMediaType></physicalDescription><abstract>Purpose The purpose of this paper is to focus on one of the main antecedents of consumer behaviour concerning its role in building a retail brand. It addresses how consumer involvement influences perception of retailer attributes, which affects customerbased retail brand equity when considering retailers as brands. Designmethodologyapproach A model is developed that includes the impact of central dimensions of the perception of retailer attributes, their effects on customerbased retail brand equity and the moderating role of consumer involvement. The empirical study is based on a sample of 3,000 consumers spread over five retail sectors grocery, clothing, DIY, electronics and furniture. Findings Using multiplegroup structural equation modelling, the intersectoral relevance of involvement as a moderator in building a strong retail brand is demonstrated. In retailing, consumer involvement has a moderating effect on the influence of retailer attributes on retail brand equity. The direction of this influence differs, however, from one perceived retailer attribute to the next. Whereas the influence of price, communication and store design is greater on highly involved consumers than on those with low involvement, the influence of service and assortment is greater in consumers with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail branding. Originalityvalue Understanding retailers as brands conceptually a basic model shows how to build retail brand equity using the dimensions of retailer marketing instruments, and this model is stable enough to test different antecedents, including involvement for the first time in this context. The five sectors surveyed distinguish the study methodologically from those that focus only on one sector. Finally, the results show that the retailer attributes relevant to retail brand equity differ between customers with high involvement and those with low involvement. This aspect must be considered in the preliminary stages of retail brand building.</abstract><subject><genre>keywords</genre><topic>Retailing</topic><topic>Brand equity</topic><topic>Brands</topic><topic>Consumer behaviour</topic></subject><relatedItem type="host"><titleInfo><title>International Journal of Retail & Distribution Management</title></titleInfo><genre type="journal">journal</genre><subject><genre>Emerald Subject Group</genre><topic authority="SubjectCodesPrimary" authorityURI="cat-MSOP">Management science & operations</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-LOG">Logistics</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-DMS">Distribution management & systems</topic></subject><subject><genre>Emerald Subject Group</genre><topic authority="SubjectCodesPrimary" authorityURI="cat-MARK">Marketing</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-DCM">Distribution channels & markets</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-MSM">Marketing strategy/methods</topic><topic authority="SubjectCodesSecondary" authorityURI="cat-RET">Retailing</topic></subject><identifier type="ISSN">0959-0552</identifier><identifier type="PublisherID">ijrdm</identifier><identifier type="DOI">10.1108/ijrdm</identifier><part><date>2009</date><detail type="title"><title>Retail Branding</title></detail><detail type="volume"><caption>vol.</caption><number>37</number></detail><detail type="issue"><caption>no.</caption><number>11</number></detail><extent unit="pages"><start>952</start><end>974</end></extent></part></relatedItem><identifier type="istex">9038AC4F120FDB6182E2165341693079973770F0</identifier><identifier type="DOI">10.1108/09590550910999370</identifier><identifier type="filenameID">0890371104</identifier><identifier type="original-pdf">0890371104.pdf</identifier><identifier type="href">09590550910999370.pdf</identifier><accessCondition type="use and reproduction" contentType="copyright">© Emerald Group Publishing Limited</accessCondition><recordInfo><recordContentSource>EMERALD</recordContentSource></recordInfo></mods></metadata><serie></serie></istex></record>Pour manipuler ce document sous Unix (Dilib)
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