Supplier inferences to enhance private label perceptions

Olson, Erik L.

doi:10.1016/j.jbusres.2011.02.004

Cited by 31 publications

(25 citation statements)

References 33 publications

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“…Again, strong brands -or strong private labels-can combat the gap by providing positive associations (Olson, 2012). This does not mean that all private labels should adopt the brand equity perspective.…”

Section: General Discussion and Conclusionmentioning

confidence: 99%

Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Rossi

Borges

Bakpayev

2015

Journal of Retailing and Consumer Services

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Section: General Discussion and Conclusionmentioning

confidence: 99%

Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Rossi

Borges

Bakpayev

2015

Journal of Retailing and Consumer Services

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“…These trends have resulted from retailers' communication efforts to establish quality images, credibility and reputation for their private labels (Consumer Reports 2009;Kumar, Steenkamp 2007). Other factors contributing to these improved perceptions are the recognition that the suppliers of private labels often are national brand manufacturers and consumers' beliefs that private labels simply imitate national brands (Consumer Reports 2009;Kumar et al 2010;Olson 2012;Steenkamp et al 2010). …”

Section: Perceived Quality Motivation For Private Label Consumptionmentioning

confidence: 99%

Price Sensitivity Versus Perceived Quality: Moderating Effects of Retailer Positioning on Private Label Consumption

González‐Benito

Martos-Partal

2014

Journal of Business Economics and Management

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Private labels are growing fast in Europe and USA, especially in the context of nondurable consumer goods. Moreover, the traditional association of private labels solely with a price focus, to the detriment of quality, appears to be diminishing. This research aims to clarify the effect of price sensitivity toward and quality perceptions of private labels on private label consumption. It analyzes the role of a retailer's price positioning as a moderator of the importance of these effects as determinants of private label purchases. With household panel data and survey information, this study investigates private labels' share of wallet as the dependent variable; thus the logit-type model is adapted to a resource allocation context. Five sequential models specify and test the four hypotheses. In support of the hypotheses, price sensitivity and quality perceptions relate positively to private label consumption. For the moderating effect of retailer's price positioning, a negative moderating effect arises for price sensitivity, whereas a positive moderating effect appears for quality perceptions of private labels. The findings indicate that retailers' efforts to convert private labels into tools to support positioning strategies are effective.

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“…Consumers are provoked to accidently mix similar products and choose PLs over branded products. E. L. Olson (2012) indicates that the "concept of comparison" is very strong in private label strategy -messages, inviting to compare private labels with national brands positively relate to inferences that the two brands are more similar in specifications or that brand leader is the source of PL. Comparisons are stronger than the copycat condition, suggesting personality and attitude measures to increase the frequency of consumer misidentification of private labels as manufacturer brands while increasing positive consumer evaluations of the copier (Ailawadi and Keller, 2004;Rafiq and Collins, 1966).…”

Section: Competition Between Private Labels and National Brandsmentioning

confidence: 99%

Private label management in retail : the concept, consumer profiling and competition with national brands. Systematic review of main findings

Brazauskaitė¹,

Auruškevičienė²,

Gerbutavičienė³

2014

MOSR

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In this theoretical article we are discussing the main aspects of private label management in retail. With growing importance of private labels in retail, this topic is being constantly addressed by researchers and brand managers, trying to highlight the main aspects of PL management and specifics of marketing. We explore and present research streams, discussing private label concept, profiling customers and depict the main aspects of competition between private labels and national brands. We define and explore each research stream and provide insights on successful private label management, which can be adapted both by private label and by national brands managers who are facing competition between these two types of brands. Keywords: private label management, retail, consumer profiling, national brands.Šiame teoriniame straipsnyje aptariame pagrindinius privataus prekės ženklo vadybos mažmeninėje prekyboje aspektus. Su augančia privačių prekės ženklų svarba mažmeninėje prekyboje, susidomėjimas šia tema auga tiek akademinėje bendruomenėje, tiek verslo aplinkoje, stengiantis apibrėžti esminius privataus prekės ženklo vadybos principus ir rinkodaros ypatybes. Analizuojame ir pristatome esmines tyrimo sritis privataus prekės ženklo tyrimuose -privataus prekės ženklo koncepciją, vartotojų profiliavimą ir pagrindinius konkurencijos skirtumus tarp nacionalinių ir privačių prekės ženklų. Apibrėžiame ir tyrinėjame kiekvieną tyrimo sritį, pateikdami įžvalgas, vedančias link sėkmingos privataus prekės ženklo vadybos. Praktiniai straipsnio aspektai gali būti pritaikyti tiek privataus prekės ženklo vadyboje, tiek kitų prekės ženklų vadyboje, ypač prisitaikant konkurencinėje aplinkoje tarp šių dviejų prekės ženklų rūšių. Raktiniai žodžiai: privataus prekės ženklo vadyba, mažmeninė prekyba, vartotojų profiliavimas, nacionaliniai prekės ženklai. indrė BRaZauSKaitĖ Viltė auRuŠKEViČiEnĖ Rima GERButaViČiEnĖ IntroductionPrivate labels (PLs) are brands owned by retailers and sold exclusively in their stores (Bushman, 1993; DeWulf et al., 2005) being part of retailers' business. The importance of PLs in retailers' strategic decisions is emerging. The relevance of PL management as a research topic is identified by top retail journals, indicating that Indrė BRAZAUSKAITė -ISM Vadybos ir ekonomikos universiteto doktorantė. Adresas: Arklių g. 18, Vilnius. E. paštas: indre.brazauskaite@stud.ism.lt.Viltė AURUŠKEVIčIENė -socialinių mokslų daktarė, ISM Vadybos ir ekonomikos universiteto profesorė. Adresas: Arklių g. 18, Vilnius. E. paštas: vilaur@ism.lt.Rima GERBUTAVIčIENė -dr., Lietuvos sveikatos mokslų universiteto docentė. Adresas: Eivenių g. 12, Kaunas. E. paštas: rima.gerbutaviciene@lsmuni.lt.

show abstract

Supplier inferences to enhance private label perceptions

Cited by 31 publications

References 33 publications

Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Price Sensitivity Versus Perceived Quality: Moderating Effects of Retailer Positioning on Private Label Consumption

Private label management in retail : the concept, consumer profiling and competition with national brands. Systematic review of main findings

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