Title
The relationship between retailer image and brand image
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. Copyright © 1992 Wiley Periodicals, Inc., A Wiley Company
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1002/mar.4220090405
Publication Date
1-1-1992
Recommended Citation
Pettijohn, Linda S., Douglas W. Mellott, and Charles E. Pettijohn. "The relationship between retailer image and brand image." Psychology & Marketing 9, no. 4 (1992): 311-328.
Journal Title
Psychology & Marketing
