With developing the competition level in retailing industry and increasing diversity of the companies which have been entered the industry in recent years making decision and movement toward improving the competition position of company have been one of the critical measurements of chain stores managers, so knowing how different variables influence the willingness of customers to buy, can play an important role in their success. The study aims to examine the impact of store brand price- image on retailer equity dimension among the customers of Etka chain stores of Tehran. Based on research aim, the study is practical and in forms of data collection and analyzing them it is descriptive – correlation. For data analysis, structural equation model (SEM) was used. All the customers of Etka chain store branches of Tehran form the statistical population of the study. In the study 388 questioners were collected and used in analyses. The results showed that store brand price image has positive and significant impact on the awareness, quality and customers loyalty to store but it doesn’t have any impact on the store association also it was found that perceived quality has impact on the retailors loyalty in the study.
کلید واژگان :Store Brand Price Image, Retailer Equity, Etka Chain Store, Structural Equation Model (SEM)
ارزش ریالی : 300000 ریال
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