Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers

Material TypeArticleLanguageEnglish
TitleReciprocal Effects of the Corporate Reputation and Store Equity of Retailers Author(S)Bernhard Swobodaa (Author)
Abstract  Retailers aim to strengthen their ability to influence consumer behavior by building corporate reputation and store equity: for instance, by making promotional investments. However, little is known about the directionality of consumers’ corporate and store associations, that is, how reciprocal relationships between consumers’ perceptions of corporate reputation and store equity affect store loyalty. To illuminate this issue, we draw upon a study with a cross-sectional design and two studies with longitudinal designs ...Paginationp 447-459
SubjectCommerceDescriptorsRetail trade
Journal TitleJournal of Retailing  
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