An Integrated Retailer Image and Brand Equity Framework : Re-examining, Extending, and Restructuring Retailer Brand Equity
Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to th