Does Country image impact retail brand equity? A multi-cue analysis

Retailing &Service Management (SIMA)

Does Country image impact retail brand equity? A multi-cue analysis

Elisa 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