Impact of Store Image on Retailer Equity: Evidence from 10 Chinese Hypermarkets

This paper establishes a theoretical and empirical basis that shows the impact of store image on retailer equity. The authors propose a conceptual framework in which store image is related to three dimensions of retailer equity, that is, retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using path analysis support the research hypotheses. The results indicate the positive effect of store image on retailer equity dimensions as antecedents of retailer equity.