Antecedents of Customer-Based Brand Equity in Organized Retail Stores: An Empirical Study

Abstract

Customer-based brand equity is an important source of competitive advantage for organized retail stores, where retailers increasingly compete through service quality, customer interactions, perceived quality, and reliable fulfilment. This study examines the antecedents of customer-based brand equity in organized retail stores. A descriptive cross-sectional research design was adopted, and primary data were collected from 150 customers using a structured questionnaire and mall-intercept sampling technique. Multiple regression analysis was employed to examine the influence of retailer awareness, brand associations, perceived quality, retail service quality, customer service, and fulfilment on retail brand equity. The findings indicate that retail service quality, retailer awareness, customer service, perceived quality, and fulfilment have significant positive effects on retail brand equity, whereas brand associations do not have a statistically significant independent effect. The findings highlight the importance of delivering superior retail service, maintaining consistent quality, providing effective customer support, and ensuring reliable fulfilment to strengthen customer-based brand equity in organized retail stores.