| The research study is an evaluation of reciprocal relationships existing between retailer and brand images.;A questionnaire was developed to measure the images of brands, retailers, brands following their association with retailers (brand associated image), and retailers following their association with brands (retailer associated image). The questionnaire was completed by 302 female subjects. Based upon the scores, a predicted brand (retailer) image score was computed. Congruity was assessed by comparing predicted image scores with actual "associated image" scores. Congruity exists when predicted scores equal associated image scores. The effect of a retailer (brand) upon the image of a brand (retailer) is assessed by comparing the brand's (retailer's) image score with the brand's (retailer's) associated scores. If the two scores ae equal then the retailer (brand) has no impact on the image of the brand (retailer). Equality is statistically determined, in both instances, by a t-test.;Each hypothesis was tested and the results are presented below. (1) Congruity will exist between predicted brand (retailer) images and the brand's (retailer's) associated image. Congruity did not exist. (2) The retailer's image will not be influenced by its association with a brand. The results indicate that the hypothesis is not valid. Brands associated with retailers may influence the retailer's image. (3) The brand's image will not be influenced by its association with a retailer. Results revealed the hypothesis is valid. The retailer selling the brand did not affect the brand's image. (4) The product type will not affect the brand's effect on the retailer's image. Results indicate the product type does not have a differential impact upon the brand's influence on retailer images.;In conclusion, congruity does not exist between brand and retailer images. Second, the retailer did not affect the brand's image, but the brand's image influenced the retailer's image. Finally, product type did not affect the brand's influence on the retailer's image.;Reciprocal relationships are determined by measuring the congruity existing between retailer and brand images. Reciprocal relationships are also determined by evaluating the effect of the retailer's (brand's) image upon the image attained by a brand (retailer). |
