Contribution of Assortment and Price to Building of Retail Brand Equity – Comparative Study on Selected Retail Formats

Devising an effective means of measuring retail brand equity has become an intense preoccupation of, and a real challenge for, the technical literature. Many characteristics have been debated over time as to which of them make a real contribution to building retail brand equity (image) and some variables have been proposed so as to properly quantify these aspects (brand equity/image). Drawing on similar empirical studies, the present paper highlights the contribution of assortment and price to the building of retail brand equity, as it is understood by various authors. The modeling has been developed on a sample of about 1800 Romanian consumers