We offer a consumer-based higher-order model of brand, value and relationship equities called perceived customer equity (PCE). The three equities, derived from the customer equity theory, represent the first-order dimensions of PCE. We argue that PCE represents a holistic (Gestaltist) evaluation of retail corporate brands. An online survey of over 800 Australian consumers provided data for empirical testing. The higher-order model is validated, revealing brand equity as the strongest dimension of PCE followed by value and relationship equities. We observe that PCE not only impacts but also explains greater variance in loyalty intentions as compared to the combined effects of the three equities. Through this framework we shift the focus from relatively atomistic to an integrative approach to managing retailer brands.
|Number of pages||1|
|Publication status||Published - 2015|
|Event||Australian and New Zealand Marketing Academy Conference: ANZMAC 2015 - UNSW Business School, Sydney, Australia|
Duration: 30 Nov 2015 → 02 Dec 2015
|Conference||Australian and New Zealand Marketing Academy Conference|
|Abbreviated title||Innovation and growth strategies in marketing|
|Period||30/11/15 → 02/12/15|