| The present research discusses store equity from a customer-based viewpoint. The reactions of customers to a store such as attitudes, likes-dislikes and behavior consist of the customer-based store equity. And store image and store recognition are the sources of customer-based store equity. In these source factors there are only several key ones these determine the store equity. After this I deploy the brand recognition and attitude accessibility theory to show why some key factors determine the store equity. In this research I examined the practical customer-based store equity of three supermarkets in Chengdu City, and compared the differences of their store equity. The sample is the customers who went to Carrefour Guanghua store, or Auchan Xiyanxian store, or Xidan Market Jinsha store buying food for family. The data was collected in the form of questionnaire in the three stores. Furthermore, Descriptive Statistics, Factor Analysis, Analysis of Variance, Linear Regression, Multinomial Logistic Regression were applied to analysis. The following are the main four findings:1. The store recognition (the same as benefit to store name association of customer) is a very important factor that determines the choice of stores. So it's a important source of customer-based store equity.2. Store image strongly affects the customer-based store equity, So it's a important source of store equity too.3. Store knowledge (including store awareness and store image) is the source of Customer-Based Store Equity.4. There are only several key source factors these determine customer- based store equity. And in different context, the key factors are different.5. For different stores the key drivers of customer-based store equity may be different. |
