Does Country image impact retail brand equity? A multi-cue analysis
Does Country image impact retail brand equity? A multi-cue analysisElisa Martinelli, Francesca De Canio
This study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues – in their cognitive and affective dimensions.
#brand awareness #brand image #country image #discounter #retail brand equity #SEM