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Article

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

StatusPublished
Author(s)Londoño-Roldan, Juan Carlos; Elms, Jonathan; Davies, Keri
Publication date31/03/2016
Publication date online05/12/2015
Date accepted by journal06/11/2015
URLhttp://hdl.handle.net/1893/23036
PublisherElsevier
ISSN0969-6989
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