Abstract

Store equity is an important source of sustainable competitive advantages for retailers in today’s competitive environment. Therefore, retailers should work hard to develop and improve their store equity. Measuring it should constitute the first stage of the development process. The present research provided a scale for measuring store equity in KSA market. It first discusses the store equity construct and then describes procedures for developing and refining a multiple-item measurement scale for the construct. Scale reliability, factor analysis, and validity are then discussed based on an analysis of the data gathered from the Saudi market. The study concludes with a discussion of some potential applications of the scale.

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