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and the suggestion that perceived service quality affects customers' behaviour. In contrast many other brand equity researchers (e.g., Aaker, 1991; Yoo and Donthu, 2001) have considered ‘perceived quality' in general (include both product and service) as a dimension of the brand equity structure. Pappu and Quester (2006) have adopted this consideration and extend it to the retailer equity structure and propose that 'retailer perceived quality' not ‘service quality' is a dimension of retailer equity. Pappu and Quester (2006) argue that 'the retailer perceived quality is not the objective quality of the retailer; rather it is the perception of quality of the retailer according to the consumer' (p.320). They emphasized that retailer perceived quality comprises perception of the quality of the retailer in addition to perception of quality of products (goods or services) offered by retailers. Jinfeng and Zhiong, (2009), consistent with Pappu and Quester (2006) defined retailer perceived quality as a 'consumer's judgment about a retailer's overall excellence or superiority on the perception of goods and services' (p. 488).

High perceived quality also provides value to customers by providing them with the intention to purchase from the retailer as a first choice, through differentiating the retailer from other competitors and thereby inducing retailer loyalty. This has been empirically proved by both Jinfeng and Zhiong (2009) and Pappu and Quester (2006) as they found a positive relationship between the indicators (e.g perceived price, product quality and employee service) they used to measure perceived quality and loyalty.

2.10 Perceived Value as a Dimension of Retailer Equity

There is high integration between the measurement of perceived quality and associations (as a dimension of retailer equity) combining that with the existence of high correlation (80 per cent according to an Equitrend study) between perceived value and perceived quality as dimensions of brand equity (Aaker, 1996). Since the way value judgments are similar to the way quality judgments are formed, therefore, Aaker (1996) suggested to combine the two constructs to form an overall summary construct of brand attitude. In view of that, Rios and Riquelme (2008) have suggested the use of the value perception as a dimension to measure equity for on line companies. In another perspective Chaudhuri and Ligas (2009) have used merchandise value perception to measure retailer equity in combination with store affect.

Value perception of retailer product, image and service has been found to be positively related to retailer loyalty (Chaudhuri and Ligas, 2009) and can be signals of commitment to a specific retailer. Moreover, high perception of value induces overall retailer quality and contributes by positively influencing customer decisions towards the retailer and choice of store, which leads to repeat visits and repurchases for the retailer.

2.11 Loyalty as a Dimension of Retailer Equity

Lately customer loyalty has been a major focus for many retailer marketing researchers due to the increasing competition in the retailer markets and本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。