A commentary on 'conceptualising and measuring consumer-based brand-retailer-channel equity': A review and response

摘要

We thank the anonymous commentators for their interest in our work, and for their considered commentary of our manuscript (Londono et al., 2016), particularly in the spirit of progressing the literature on brand equity for others researching similar or cogent areas. We are certainly in agreement with the commentators that research on the topic of retailer equity, or a retailer's brand equity, is limited. Indeed, given the paucity and fragmented nature of research in this particular area, it would be misleading to the readers of our manuscript to make concrete claims on the specific directionality of this corpus of literature, or to heavily rely on the contributions of a small and select number of studies. Our article, therefore, intentionally offers a balanced and considered overview of the extant literature to date, whilst also providing a robust theoretical base for our empirical study. We believe this is one of the key strengths of our paper.