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

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Date Written: June 20, 2012

Abstract

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

Dabija, Dan-Cristian, Contribution of Assortment and Price to Building of Retail Brand Equity – Comparative Study on Selected Retail Formats (June 20, 2012). 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, Available at SSRN: https://ssrn.com/abstract=2158066

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

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