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

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  • Pappu, Ravi
  • Quester, Pascale

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.

Suggested Citation

  • Pappu, Ravi & Quester, Pascale, 2021. "A commentary on “conceptualising and measuring Consumer-Based Brand–Retailer–Channel Equityâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698916304398
    DOI: 10.1016/j.jretconser.2017.02.014
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    References listed on IDEAS

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    1. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    2. Jinfeng, Wu & Zhilong, Tian, 2009. "The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 486-494.
    3. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    4. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    5. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    6. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    7. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.
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