Resumen de Reciprocal effects of the corporate reputation and store equity of retailers

Bernhard Swoboda, Bettina Berg, Hanna Schramm-Klein

• Highlights: [�] We investigate the reciprocity between corporate reputation and retail store equity. [�] The article provides a valid procedure using studies with cross-sectional and longitudinal designs. [�] Corporate reputation and retail store equity do have a reciprocal relationship. [�] Store loyalty is more strongly influenced by retail store equity than by corporate reputation.