A commentary on “conceptualising and measuring Consumer-Based Brand–Retailer–Channel Equityâ€

Ravi Pappu and Pascale Quester

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Londoño et al. (2016) aim to contribute to brand equity literature by introducing the concept of Consumer-Based Brand–Retailer–Channel Equity (CBBRCE) to capture the synergies created by brand, retailer, and channel equity. This commentary discusses their study in light of extant literature and provides alternative viewpoints. Specifically, it focuses on one of the key issues these authors investigate, namely retailer equity, with a view to highlighting the limitations in current retailer equity measurement. It also offers constructive directions for improvement.

Keywords: Retailer awareness; Retailer associations; Retailer perceived quality; Retailer loyalty; Retailer equity (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698916304398

DOI: 10.1016/j.jretconser.2017.02.014

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