Identifying a private-label supplier on national brand

Abstract

Purpose The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative price of the national brands (NB) produced by dual manufacturers, considering the possible moderating effects of the images of both the NB and PL. Design/methodology/approach The study uses an experimental setting with two different categories of grocery products. Findings The empirical evidence reveals different effects of PL supplier identification, according to brand images. Research limitations/implications This paper contributes to brand extension literature on the effects on evaluations of the parent brand. It also contributes insights about the identity and identification of PL manufacturers. Practical implications This supplier identification does not affect or positively affect to the perceived quality, brand image or loyalty toward NBs with lower images, but it negatively affects those with high images, especially when the PL also has a high image and adopts a stronger price positioning. Moreover, NBs with lower images appear more expensive or do not affect when they supply PLs for retailers with high images and stronger price positioning. However, if lower image NB supply a PL with the lower image, the effects do not affect or is perceived as cheaper. Originality/value This paper extends prior knowledge about the decision to function as a dual manufacturer from the manufacturer’s perspective.

The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity

“…In addition, it has been demonstrated with the example of coffee certifications that there is no significant difference in the positive effect of company self-declarations regarding sustainability and third-party certifications [27]. A research stream on food labels in the retail context predominantly explores packaging and labeling of retailers' private labels (PLs) in comparison to independent producers' national brands (NBs) [37,38] as well as the impact of innovation and norm-challenging products on both other product brands as well as retailer brand [30].…”

Economy or premium? A systematic review of factors influencing retailers’ own product brand strategies

“…Disclosing well-known manufacturer brands as suppliers acts as a quality signal, leading to a perception of higher quality and reduced risk for the retailers’ own product brands (Rahman and Soesilo, 2018). In contrast, if unknown manufacturer brands serves as suppliers, the retailers’ own product brands will be perceived as more affordable (Pérez-Santamaría et al. , 2019).…”

Pengaruh Customer Experience Terhadap Brand Loyalty Melalui Brand Trust Dan Brand Affect Terhadap 5 Brand Skincare Lokal Di Indonesia

“…Customer experience memiliki dampak yang signifikan terhadap kepuasan pelanggan, citra, nilai yang dirasakan, loyalitas dan rekomendasi serta perilaku pembelian mereka, (Pérez-Santamaría et al, 2019). Karena pentingnya pengalaman pelanggan, beberapa penelitian telah mendefinisikan istilah pengalaman dan mencoba untuk mengeksplorasi dimensi tersebut, memberikan kontribusi yang signifikan terhadap pengetahuan tentang pengalaman pelanggan.…”