Abstract

The study is investigating how consumer value influence retail brand equity (RBE) via intervention of brand experience. The study is employed Holbrook value typology i.e. excellence, entertainment, aesthetics, efficiency, social and altruistic value in order to influence brand experience and in turn brand experience influence customer delight then ultimately influence retail brand equity. The goal of the study is to determine how retail value affect RBE via brand experience and customer delight. The sample population for the study would be people who shop at different supermarkets in Karachi, Pakistan. For data analysis, PLS-SEM was employed. The study found that while entertainment, efficiency, aesthetic, social and altruistic value had a considerably favourable impact on brand experience, product excellence had an insignificant effect. Similarly, brand experience influenced the customer delight.  And brand experience and customer delight have a significant influence on RBE. The influence of entertainment, efficiency aesthetic, social, altruistic value on brand equity were also fully mediated by brand experience, whereas the influence of excellence on brand equity was not mediated by brand experience. Though, product excellence is directly related to RBE. In order to establish a superior customer experience and build a strong brand equity of retail, this study offers very useful recommendations to retail market strategists.

Keywords: Holbrook Value, Brand Experience, Retail brand equity