Does customer satisfaction lead to improved brand equity ? An empirical examination of two categories of retail brands

@inproceedings{Pappu2006DoesCS,
  title={Does customer satisfaction lead to improved brand equity ? An empirical examination of two categories of retail brands},
  author={Ravi Pappu},
  year={2006}
}
  • Ravi Pappu
  • Published 2006
Purpose – The objective of the present research is to examine the relationship between consumers’ satisfaction with a retailer and the equity they associate with the retail brand. Design/methodology/approach – Retail brand equity is conceptualized as a four-dimensional construct comprising: retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. Then the associative network memory model is applied from cognitive psychology to the specific context of the… CONTINUE READING
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