Holistic consumer evaluation of retail corporate brands and impact on consumer loyalty intentions

Abhishek Dwivedi, Bill Merrilees

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


We offer a holistic framework of consumer evaluation of retail corporate brands called perceived customer equity. Drawing upon the customer equity theory, we hypothesize that perceived customer equity is a higher-order consumer evaluation that is measured via brand equity, value equity and relationship equity. A major theoretical contribution of our study is that we offer a novel holistic (versus an atomistic) perspective to retail corporate brands. Additionally, consistent conceptualization as well as operationalization of perceived customer equity overcomes limitations in image-based measures that tend to rely on idiosyncratic approaches to capturing consumer perceptions. We offer a novel mindset to managing retail corporate brands. Our analysis, conducted using a consumer survey, supports our conceptualization of perceived customer equity as a second-order construct. Moreover, we observe that perceived customer equity significantly explains consumer loyalty intentions, and explains greater variance in the outcome relative to that achieved jointly by the three dimensions.
Original languageEnglish
Pages (from-to)69-78
Number of pages10
JournalAustralasian Marketing Journal
Issue number1
Publication statusPublished - 01 Feb 2016


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