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

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