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

Londoño, Juan Carlos, Jonathan Elms and Keri Davies
Authors registered in the RePEc Author Service: Juan Carlos Londoño

Journal of Retailing and Consumer Services, 2016, vol. 29, issue C, 70-81

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: Brand equity; Retailer equity; Channel equity; CBBRCE; Path-PLS (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:29:y:2016:i:c:p:70-81

DOI: 10.1016/j.jretconser.2015.11.004

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