In the consumer goods industry, there has long been an understanding that brands are among the most valuable intangible resources of a company. Retail companies are also increasingly trying to establish their distribution lines as retail brands to influence consumer perception and their choice of retailers, thereby fostering long-term loyalty. Frank Hälsig develops and examines, through his empirical study across five retail sectors, a comprehensive impact model that encompasses the influencing factors of a retail company's brand value (Retail Brand Equity) as well as the impact of the retail brand on consumer purchasing behavior. The author highlights the particular relevance of service, price, and perceived consistency (fit) of the retail marketing mix elements, while also considering cross-industry measurement invariance tests.