Impact of store attributes on consumer-based retailer equity : An exploratory study of department retail stores

Purpose – The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions. Design/methodology/approach – A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city in India. A survey questionnaire was used to collect data from busy shopping malls or retail stores located in different places of Kolkata. The impact of store attributes on CBRE dimensions was explored using stepwise regression analysis. Findings – Results revealed that different sets of store attributes affect various CBRE dimensions differently. Originality/value – This paper is probably the first to explore the link between store attributes and CBRE dimensions in an Indian and department stores contexts.