Contribution of Assortment and Price to Building of Retail Brand Equity – Comparative Study on Selected Retail Formats
Branko Maricic, Galjina Ognjanov (Ed.), 3rd EMAC CEE Regional Conference, Marketing Theory Challenges in Emerging Societies, Belgrade, Serbia, September 12th – 14th 2012, pp. 41-47, ISBN 978-86-403-1240-0
7 Pages Posted: 7 Oct 2012
Date Written: June 20, 2012
Devising an effective means of measuring retail brand equity has become an intense preoccupation of, and a real challenge for, the technical literature. Many characteristics have been debated over time as to which of them make a real contribution to building retail brand equity (image) and some variables have been proposed so as to properly quantify these aspects (brand equity/image). Drawing on similar empirical studies, the present paper highlights the contribution of assortment and price to the building of retail brand equity, as it is understood by various authors. The modeling has been developed on a sample of about 1800 Romanian consumers.
Keywords: Retail marketing, retailer attributes, store image, assortment, price, grocery retailing, non-food retailing
JEL Classification: J30, J31, L81
Suggested Citation: Suggested Citation