Influence of the Internet on Retailer's Perceived Quality in the Generation of Retailer's Brand Equity

This study analyses the relationship between the different components of the retailer's brand equity, as well as the influence that the use of Internet has on the formation of retailer's brand equity. As some authors point out, there is a need for a measure of the retailer's brand equity (Boo et al., 2008, Tourism Management, Vol. 30, pp. 219-231; Lee & Back, 2010, Tourism Management, Vol. 31, pp. 395-401). The model proposed to analyse retailer's brand equity is based on the one used by Boo et al. (2008, Tourism Management, Vol. 30, pp. 219-231), who, in turn, start from the brand equity proposal of the authors Aaker (1991, Managing brand equity: Capitalizing on the value of a brand name, The Free Press) and Keller (1993, Journal of Marketing, Vol. 57, pp. 1-22). A theoretical a priori model was specified according to the results in previous literature and our hypotheses. Prior to testing the model, the dimensionality of the scales was established with confirmatory factor analyses (CFAs). Once the dimensionality was established, full structural equation model (SEM) was tested. This study provides evidence on the effect of the use of Internet on retailer's perceived quality. In turn, the influence that this variable has on the retailer's image and on its perceived value is shown. These relationships have an influence on consumer loyalty to the retailer, which, in turn, generates brand equity for the retailer.