AbstractPurposeThis study explores the factors shaping retail brand equity (RBE) in fashion and footwear stores across tier-2 cities in Tamil Nadu and Kerala, where organised retail is expanding rapidly.MethodologyA survey of 810 consumers in eight cities-Madurai, Trichy, Salem, Tiruppur, Thrissur, Kozhikode, Kollam, and Palakkad-was conducted. Respondents listed three frequently visited stores, from which one was randomly selected. Eight determinants and RBE were measured on a five-point Likert scale, and relationships analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM).FindingsAssortment and ambiance are the strongest drivers of RBE, followed by sustain ability, price, service, and omnichannel experience. Communication has moderate influence, while location is not significant.Practical ImplicationsRetailers should prioritise culturally relevant assortments, engaging store environments, sustainable initiatives, and accessible omnichannel services, rather than relying solely on location.Originality/valueBy examining sustainability and omnichannel experience in tier-2 Indian markets, this study extends the RBE framework to a less explored context.
N.S Shibu (Thu,) studied this question.