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The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis
journal contribution
posted on 2014-10-07, 13:10 authored by Artur Baldauf, Karen S. Cravens, Adamantios Diamantopoulos, Katharina Petra Zeugner-RothAlthough both product-country images (PCI) and firm assets such as brand equity have been extensively studied in separate contexts, we know very little about the combined performance effects of these two important constructs in international research. Extant research has investigated brand equity primarily from a consumer perspective, but rarely from the point of view of a retailer. Retailers represent the ultimate participants in the value chain selling the product to consumers. They have the ability to significantly influence consumers' evaluations and purchase decisions. Based upon existing literature documenting the contributions of PCI and marketing activities on brand equity, this study extends these findings by investigating their effects on retailer-perceived brand equity (RPBE) and ultimate brand profitability performance. Results indicate that both marketing activities and PCI affect retailer-perceived brand equity with PCI also strongly and positively influencing brand profitability performance. © 2009 New York University.
History
School
- Business and Economics
Department
- Business
Published in
Journal of RetailingVolume
85Issue
4Pages
437 - 452Citation
BALDAUF, A. ... et al, 2009. The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis. Journal of Retailing, 85 (4), pp.437-452.Publisher
© ElsevierVersion
- NA (Not Applicable or Unknown)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2009Notes
This paper is closed access.ISSN
0022-4359Publisher version
Language
- en