A commentary on "conceptualising and measuring Consumer-Based Brand-Tetailer-Channel Equity"

Pappu, Ravi and Quester, Pascale (2017) A commentary on "conceptualising and measuring Consumer-Based Brand-Tetailer-Channel Equity". Journal of Retailing and Consumer Services, . doi:10.1016/j.jretconser.2017.02.014


Author Pappu, Ravi
Quester, Pascale
Title A commentary on "conceptualising and measuring Consumer-Based Brand-Tetailer-Channel Equity"
Journal name Journal of Retailing and Consumer Services   Check publisher's open access policy
ISSN 0969-6989
1873-1384
Publication date 2017-04-09
Sub-type Article (original research)
DOI 10.1016/j.jretconser.2017.02.014
Open Access Status Not yet assessed
Total pages 3
Place of publication Kidlington, Oxford, United Kingdom
Publisher Elsevier
Collection year 2018
Formatted 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.
Keyword Retailer associations
Retailer awareness
Retailer equity
Retailer loyalty
Retailer perceived quality
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
 
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