Article1992

The relationship between retailer image and brand image

Linda S. Pettijohn · Douglas W. Mellott · Charles E. Pettijohn

56 citations0/0 files storedPsychology and Marketing

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract It is often assumed that retailers' and brands' images are affected by numerous factors. One factor affecting a retailer's image is the image of the brands being sold in the store. Brand image may also be affected by the image possessed by the selling retailer. By using Heider's formula for determining congruent relationships, an analysis of the reciprocal relationships existing between various retailers' and brands' images was conducted. Although retailers' images were affected by the brands' images and the brands' images were affected by the retailers' images, congruity often did not exist.

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References

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