A study on consumer based antecedents of brand equity:An example of retail sector

The main purpose of this study is to reveal the effects of religious belief perceptions and self image congruity concepts considered as consumer based antecedents of retailer equity on retailer equity dimensions. Additionally all effects in the research model are compared between two samples used in the study. Because there is no consensus in the literature on its defination and structure, retailer equity is considered as four dimensional approach in this study which is the most common in the literature. Besides, given the fact that the study sample consist of Turkish consumers, accordingly, the scale for religious belief perceptions is selected in order to fit Turkish context. The scale used in the study to measure self image congruity is developed in the context of this study using a qualitative method. The universe of the study is determined as people above the age of 18 who make most of their grocery shopping from either one of the two retailers included in the scope of this study. Data are collected via a questionnaire form which is constituted according to the purposes of this study. Total 822 questionaries obtained from 399 ABC and 423 XYZ, are included in the assesment. According to the results of the study, it is concluded that except retailer awareness, both factors perceived religious belief and self image congruity have significant effects on retailer equity dimensions. When the results are assesed with respect to two samples from two retailers, it is seen that the effects of self image congruity on perceived quality and perceived religious belief on loyalty dimension are significantly different between the two retailers ABC and XYZ. Keywords: Retailer Equity, Self Image Congruity, Perceived Religious Belief, Retailing, Fast Moving Consumer Goods, Brand Equity