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
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.
Retailing; Brand Equity; Channel Equity
Journal of Retailing and Consumer Services: Volume 29
|Publication date online||05/12/2015|
|Date accepted by journal||06/11/2015|