The Influences of Retailer-Perceived Brand Equity on Brand Performance: Focused on Mongolian Retailers

The purpose of this study is to examine the relationships between retailer-perceived brand equity(RPBE) and factors affecting RPBE. RPBE refers to how retailers perceive the equity of brands they sell. We included retailer-perceived brand awareness, retailer-perceived brand associations, retailer-perceived brand quality, and retailer-perceived brand loyalty as RPBE components. We included country image, brand trust, advertising spending, supplier image, and price level as factors affecting RPBE. We collected data from 100 Mongolian retailers. We focused on computers as a research product category. We asked what brand comes to mind as a top. They answered Sony, Samsung, Mogul, and Hasee respectively originating from Japan, Korea, Mongolia, and China as a top brand. Data were analyzed by SmartPLS 2.0. Results indicate that country image, brand trust, advertising spending, and price level influence RPBE. But, supplier image does not influence RPBE. RPBE influences brand performance. We described about managerial implications based on research findings and research limitations of this research .