LAUSR

Received: 17 November 2019 Accepted: 2 April 2020 Retailer brand equity (RBE) is a major source of competitiveness of brand retailers. As the retail industry strives to integrate online and offline channels, it is of great significance to enhance the RBE by improving multichannel integration service. This paper develops a theoretical framework to examine the impacts of the MCISQ on the RBE, with brand trust (BT) as the intermediary. The data were collected through a questionnaire survey on 462 consumers with online and offline shopping experiences in the same retailer. The results show that, in the multichannel retailing environment, the MCISQ has significant positive impacts on the RBE and the BT; the BT exerts a significant positive impact on the RBE, and partially mediates the relationship between the MCISQ and the RBE; the BT is an important driver of the effect of the MCISQ on the RBE. The research findings enable retailers to improve the MCISQ, establish the BT, and enhance brand equity.