The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains
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In the current economic climate, competition between retailers is high and customers face numerous choices. Smart retailers can learn to manage their corporate reputation and brand equity as strategic tools in the fight for customers, and gain a competitive advantage in the market place.In light of this, this study provides an in-depth explanation of the relationship between corporate reputation and customer-based retailer brand equity (CBRBE) and clarifies the effect of the dimensions of corporate reputation on CBRBEin the South African context. Specifically, this paper contributes to literature on the South African retail industry byproviding an updated account of customer perceptions. A survey of retail customers in two major cities finds a strong, positive relationship between corporate reputation and CBRBE. Additionally, the six dimensions of corporate reputation are found to have a positive relationship with the dimensions of CBRBE. The findings of this study reveal that retailers wishing to improve their CBRBE should focus on their products and services, as well as financial performance.
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How to Cite
Beneke, J., Chamberlain, V., Chohan, R., & Neethling, M.. (2015). The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains. Journal of Business and Retail Management Research, Volume 09 Issue 2.
Citation Context
APA
Beneke, J., Chamberlain, V., Chohan, R., & Neethling, M.. (2015). The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains. Journal of Business and Retail Management Research, Volume 09 Issue 2.
MLA
Beneke, Justin, et al.. "The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains." Journal of Business and Retail Management Research, Volume 09 Issue 2, 2015.
Chicago
Justin Beneke, Victoria Chamberlain, Raeesah Chohan, and Martin Neethling. "The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains." Journal of Business and Retail Management Research Volume 09 Issue 2 (16 May 2015).
Harvard
Beneke, J., Chamberlain, V., Chohan, R., & Neethling, M. (2015) The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains. Journal of Business and Retail Management Research, Volume 09 Issue 2
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