Enhancing Retail Brand Equity through Consumption Value: The mediating effect of brand experience.

This study is evaluating the customer-based retail brand equity by the effect of consumption value and brand experience. Considering Holbrook’s value typology, this study is investigating the value dimensions of efficiency, entertainment, excellence, and aesthetics of retail setup. The purpose of the study is to examine the impact of retail value i.e. efficiency, entertainment, excellence, aesthetics on retail brand equity by intervention of brand experience. This study would be applied on sample population who purchase products from various retail supermarket in Karachi and Lahore.  This study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) by using the SmartPLS 3.0 software. The study revealed that there was a significantly positive impact of efficiency, service, entertainment and aesthetic value on brand experience, but the impact of product excellence on brand experience was insignificant. Similarly, brand experience fully mediated the relationships of efficiency, service, entertainment and aesthetic value with retail brand equity but brand experience didn’t mediated between product excellence and retail brand equity. Although, there was a positively direct relationship between product excellence and retail brand equity. This study gives very important suggestions to retail marketing strategists in order to give customers memorable retail brand experience and creating retail brand equity.