Do Retailers Know How Customers Value Brands?

Retailers are becoming very powerful in the supply chain of most products. As many consumer product manufacturers do not have direct contact with customers, they rely on retailers’ reports for market feedback, which are often incorrect or biased. In this paper, we investigate the difference between customer-based brand equity and retailers’ perceptions of it, when sales promotions are offered in the market. We found that customer brand equity and retailer’s perceptions of it were not similar, and that while retailers’ perceptions were differing with the nature and frequency of promotions, customer brand equity was unaffected.


Joshy Joseph and Bharadhwaj Sivakumaran (2009) ,"Do Retailers Know How Customers Value Brands?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 362-362.


Joshy Joseph, Indian Institute of Technology Madras, India.
Bharadhwaj Sivakumaran, Indian Institute of Technology Madras, India.


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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