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|Marketing and Retail Journal Articles
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|Conceptualising and measuring consumer-based brand–retailer–channel equity
|Londoño-Roldan, Juan Carlos
|Londoño-Roldan JC, Elms J & Davies K (2016) Conceptualising and measuring consumer-based brand–retailer–channel equity. Journal of Retailing and Consumer Services, 29, pp. 70-81. https://doi.org/10.1016/j.jretconser.2015.11.004
|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.
|This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. Accepted refereed manuscript of: Londoño-Roldan JC, Elms J & Davies K (2016) Conceptualising and measuring consumer-based brand–retailer–channel equity, Journal of Retailing and Consumer Services, 29, pp. 70-81. DOI: 10.1016/j.jretconser.2015.11.004 © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
|Londono-Roldan Elms Davies CBBRCE - JRCS 2016.pdf
|Fulltext - Accepted Version
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