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| An Empirical Study on the Impact of Perceived Marketing Stimulations on Retailer Equity: |
| WU Jin-feng TIAN Zhi-long |
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Abstract This paper explores the impact of perceived marketing stimulations on retailer equity. A theoretical model is formed, in which the perceived marketing stimulations positively affect three dimensions of retailer equity: retailer awareness, retailer associations and retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the theoretical model. The results indicate that convenience, reputation, physical facilities, perceived price and personnel service positively affect retailer loyalty through the mediating role of other three retailer equity dimensions as antecedents of retailer equity. Some implications of these findings are also discussed finally.
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Received: 21 October 2008
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Corresponding Authors:
WU Jin-feng
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2009, Vol. 1 
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