Private labels

Abstract

Purpose -In today's highly competitive consumer marketplace, developing and managing successful private label offerings has become a priority for many retailing companies. The purpose of this paper is to analyze product, retailer, and individual factors from the private label brand that influence consumers' loyalty and purchase intention; along with the influence of the manufacturer identification on the product package on purchase intention. Design/methodology/approach -A structural equation model is run on a sample of 362 consumers, and a multi-group comparison is developed to study the role of manufacturer identification. Findings -Findings indicate that the influence of private label image and perceived quality on purchase intention are partially mediated by loyalty and moderated by manufacturer identification. Results also reveal that store image and corporate reputation enhance private label image and perceived quality. Originality/value -This study provides useful insights to advance the understanding of private label branding and guidance to retailers who should consider store image and company reputation when designing branding strategies.

Antecedentes Da Intenção De Compra De Marcas Próprias: Um Estudo No Mercado Emergente

“…A literatura reporta um relacionamento direto entre imagem da marca e imagem da loja (Porter & Claycomb, 1997), e que associações e avaliações positivas da loja levarão a uma imagem de marca mais favorável (Wu et al, 2011). A imagem da loja e sua reputação melhoram a imagem da marca própria e sua qualidade percebida (Porral & Lang, 2015). Silva, Merlo, e Nagano (2012) sugerem que a imagem da loja, sua limpeza e organização, maior conhecimento e familiaridade com a loja são fatores que influenciam a disposição dos consumidores para confiar na e comprar a marca própria da loja.…”

Predicting Customer Lifetime Value for Hypermarket Private Label Products

“…Porral and Lang (2015) indicated that corporate reputation and store image facilitate private label image and private label image positively influences consumers' purchase intention toward private label products indirectly through private label loyalty. Since Porral and Lang (2015) focused on Spain retailers, more research needs to be conducted in other contexts. Pina et al (2010) propose that familiarity with the parent brand has a positive effect on attitude toward the extension simply because of more exposure to the parent brand.…”

“…With regard to store image, service quality, price/value, convenience, and product quality are selected since they represent a typical set of hypermarket attributes (Beristain, Zorrilla 2011). Prior studies have examined the effects of store image on private label perceived quality/quality perception (Bao et al 2011;Porral, Lang 2015), private label image (Porral, Lang 2015), brand experience (Dolbec, Chebat 2013), brand attitude (Dolbec, Chebat 2013), and purchase intention (Bao et al 2011;Porral, Levy-Mangin 2016). However, Hartman and Spiro (2005) propose that store image is a necessary but insufficient construct to understand consumer behavior and store performance and suggest researchers use store knowledge, which includes both store image and store awareness.…”

“…Few studies have examined the antecedents and consequences of private label image except Porral and Lang (2015). Porral and Lang (2015) indicated that corporate reputation and store image facilitate private label image and private label image positively influences consumers' purchase intention toward private label products indirectly through private label loyalty. Since Porral and Lang (2015) focused on Spain retailers, more research needs to be conducted in other contexts.…”

“…Furthermore, Semeijn et al (2004) propose a direct positive relationship between store service image and customers' attitude toward store branded products. Porral and Lang (2015) indicated that store image fosters private label image. Thus, the following hypotheses are proposed:…”