A Study on the Multi-Dimensional Relationship Between Consumer Shopping Value and Retailer Brand Equity

摘要

Based on a literature review,the study constructs a model that reflects the multi-dimensional relatlonship between consumer shopping value and retailer brand equity.Results from the empirical stuay indicate that shopping value has a indirect pisitive impact on overall retailer brand equity through the dimensions of retailer brand equity. Thereinto, Hedonic shopping value have more impaet on the dimensions of retailer brand equity than utilitarian shpping value,and utilitarian shopping value has a redirect positive impact on the dimensions of retailer brand equity through hedonie shopping value.The above conclusions have important implications for building retailer brand equity.