Julia Weindel provides novel implications for researchers and managers by first identifying the
sector-specific main levers of retail brand equity. Second she shows that retail brand equity
and perceived value have a reciprocal relationship. The author analyzes which one of these has
stronger effects on loyalty. Third she addresses the interdependencies between brand beliefs
retail brand equity and loyalty within multichannel retail structures. The study is forced
through the knowledge that management of retail brands is highly valuable for scholars and
managers because retail brand equity is known to strongly influence consumer behavior in
various contexts. The retail brand represents a valuable asset for retailers which need to know
the levers of retail brand equity.
