DISTRIBUTION CHANNEL IMAGE AS AN ANTECEDENT FACTOR OF THE CONSUMER-BASED BRAND EQUITY DIMENSIONS

Abstract

This study has the objective to discuss the distribution channel image relevance on the building of the consumer-based brand equity perception. The study is based on the consumer-based brand equity model developed and empirically tested by Yoo et al (2000). The model developed by the authors, based on the Aaker`s (1991) and Keller`s (1993) studies, establishes relations among some marketing mix actions and the consumer-based brand equity dimensions. According to Yoo et al (2000), store image and distribution intensity would be independent constructs that would influence the brand equity dimensions. However, the theory presents evidences that the distribution intensity can be an antecedent factor of the distribution channel image. So, the contribution of this work is to offer a theoretic proposition of a model that allows the understanding of the distribution channel image construct, as well as the establishment of the possible relations among distribution channel image and the three consumer-based brand equity dimensions, suggesting an expansion of the model tested by Yoo et al (2000).