Measuring employee-consumer integrated retailer brand equity

Abstract

The aim of this research is to develop and test a measure of integrated retailer brand equity (IRBE) based on frontline fashion retail employees' internal (i.e., as employee) and external (i.e., as consumer) perceptions of the retailer's brand. Comparisons are made between two types of frontline employees, patronizing and non-patronizing. Using advanced PLS-SEM techniques, this research introduces a third order reflective-formative hierarchical component model (HCM) into the retailer brand equity domain. The research validates an IRBE model with four consumer dimensions and seven employee dimensions. Both types of employees value all four consumer dimensions; however, they value different employee dimensions. The IRBE model, when operationalized, can encourage closer integration of human resources and marketing functions, and enable practitioners to enhance their brand offerings and build a more cohesive retailer brand.