Relationship of product claims between private label and national brands

Stanton, John L.; Wiley, Jennifer; Hooker, Neal H.; Salnikova, Ekaterina

doi:10.1108/ijrdm-11-2013-0212

Cited by 26 publications

(21 citation statements)

References 26 publications

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“…Retailers have already increased SBs' shelf spacing to convince such consumers to buy these products (Nogales and Suarez, 2005; Schnittka, 2015). Now, they should invest the resources needed (Stanton et al , 2015) to heavily advertise SB products, through comparative advertising, to attract such consumers to their stores.…”

Section: Discussionmentioning

confidence: 99%

The impacts of comparative ads used by retailers to compare their store brands with national brands

Lacœuilhe¹,

Louis

Lombart

et al. 2020

IJRDM

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PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.Design/methodology/approachThis research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.FindingsConsumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.Research limitations/implicationsThis research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.Practical implicationsThis research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.Originality/valueThis research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

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Section: Discussionmentioning

confidence: 99%

The impacts of comparative ads used by retailers to compare their store brands with national brands

Lacœuilhe¹,

Louis

Lombart

et al. 2020

IJRDM

View full text Add to dashboard Cite

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“…Accordingly, USV facilitates shoppers to enhance their purchase capability and increase their skills of searching for products in terms of convenience, savings and quality (Chandon et al, 2002). In addition, since price part engages in the decision of choosing of PL product, therefore getting the shopping experience of utilitarian benefits has a long-lasting influence on the purchase decision regarding PL products (Stanton, 2015). Cuneo et al, (2013) found that Shoppers choose products with greater values that can get advanced benefits that product can transmit to them.…”

Section: The Influence Of Utilitarian Shopping Value As a Moderator Omentioning

confidence: 99%

“…(Ailawadi et al, 2009, Ellickson et al, 2017. The PL products were mostly spread in the USA, initiated as early as the 1860s (Stanton, 2015;Knuth, 1987;Connor et al, 1996). Western Europe has experienced the most tremendous growth in market share with Switzerland having 45% share of the PL market.…”

Section: Introductionmentioning

confidence: 99%

Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

Bhat

Singh

2018

Management &Amp; Marketing

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The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL.

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“…Longitudinal studies of new product launches have documented an increased prevalence of FOP references on these products in recent years (Van Camp et al 2011;Stanton et al 2015), and there is some indication that FOP references are particularly prevalent on novel, substitute foods. An examination of "novel beverages" sold in Canadian grocery stores, for instance, found that nearly all energy drinks, vitamin waters, and nutrient-enhanced fruit beverages displayed some form of nutrition reference, in stark contrast to research reporting that only a third of traditional fruit juices bore nutrition references (Dachner et al 2015).…”

Section: Introductionmentioning

confidence: 99%

Substitute foods are more likely than their traditional food counterparts to display front-of-package references

Christoforou

Dachner

Mendelson

et al. 2018

FACETS

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Innovative, highly processed foods are often designed to “substitute” for traditional, less-processed items in the diet. Yet, concerns about the unhealthfulness of diets high in highly processed foods are growing. Their dominance in the diet has been hypothesized to relate, in part, to the strategic use of on-package nutrition promotion. Our goal was to compare front-of-package (FOP) labelling on highly processed products that appear to have been explicitly designed as substitutes for traditional foods with the FOP labelling on their traditional counterparts. FOP references were recorded from packaged foods in three major Toronto grocery stores ( N = 20520). Foods were categorized as substitute or traditional counterparts if these had (1) immediate interchangeability within the diet, (2) inherently different formulation, and (3) the substitute was more heavily processed than its traditional counterpart. Eight substitute–traditional pairs were identified, comprising 18% of products in the data set. Substitute foods were more likely than traditional products to bear FOP nutrition, “organic”, and “natural” references. Substitute foods bore 1.21 times more FOP references, the majority of which highlighted nutrients inherent to the traditional counterpart. Our findings support the contention that highly processed foods may be displacing less-processed foods at least in part through the use of strategic on-package marketing.

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Relationship of product claims between private label and national brands

Cited by 26 publications

References 26 publications

The impacts of comparative ads used by retailers to compare their store brands with national brands

The impacts of comparative ads used by retailers to compare their store brands with national brands

Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

Substitute foods are more likely than their traditional food counterparts to display front-of-package references

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