Conceptualising and measuring consumer-based brand–retailer–channel equity

Citation

Londoño-Roldan JC, Elms J & Davies K (2016) Conceptualising and measuring consumer-based brand–retailer–channel equity. Journal of Retailing and Consumer Services, 29, pp. 70-81. https://doi.org/10.1016/j.jretconser.2015.11.004

Abstract
This paper presents a critical review and synthesis of the extant literature which underscores the complexities of conceptualising and measuring the synergies created by brand, retailer, and channel equity. To this end, the concept of Consumer-based Brand–Retailer–Channel Equity (CBBRCE) is developed. The concept and its measurement are subsequently tested empirically using survey data and structural equation modelling with path-PLS. The results confirm that CBBRCE is created by CBBRC Awareness, Quality and Loyalty. The paper concludes with a discussion of the managerial implications of CBBRCE, and signals areas for further academic research.

Keywords
Retailing; Brand Equity; Channel Equity

Journal
Journal of Retailing and Consumer Services: Volume 29

People

Dr Keri Davies

Senior Lecturer, Marketing & Retail