A commentary on “conceptualising and measuring Consumer-Based Brand–Retailer–Channel Equity” |
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| Institution: | 1. University of Queensland Business School, University of Queensland, Brisbane, QLD, Australia;2. Adelaide Business School, The University of Adelaide, Adelaide, SA, Australia;1. School of Business Administration Pontificia Universidad Javeriana Cali, Cali, Colombia;2. Centre for Advanced Retail Studies (CARS), Massey Business School, Massey University, North Shore, Auckland 0745, New Zealand;3. Institute for Retail Studies, Stirling Management School, Stirling University, Stirling FK9 4LA, United Kingdom |
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| 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. |
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| Keywords: | Retailer awareness Retailer associations Retailer perceived quality Retailer loyalty Retailer equity |
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