The optimal encroachment strategy of private-label considering the quality effort and platform’s e-word-of-mouth

Li, Zhitang; Zhang, Cuihua; Lyu, Ruxia; Ma, Yue

doi:10.1007/s10660-022-09572-6

Cited by 6 publications

(1 citation statement)

References 73 publications

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“…However, in an online context, many stores are not well-known, and customers have no previous shopping experience. As a result, online retail platforms, which differ in technology, goodwill, services and quality certification systems, serve as essential extrinsic attributes affecting the perceived quality of own product brands sold in stores operating on them (Li et al. , 2022).…”

Section: Findings and Discussionmentioning

confidence: 99%

Exploring the holistic nature of a multi-level retail brand: a scoping review

Chen,

Wang,

Wood

2024

JPBM

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Purpose Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper aims to unveil the holistic nature of a multi-level retail brand, considering the distinctiveness of each level and the interrelationships between the images of different levels. Design/methodology/approach This study uses a scoping review approach that includes 478 retail brand articles. Subsequently, a thematic analysis method is applied. Findings The brand attributes that shape the distinct image of each retail brand level encompass diverse intrinsic and extrinsic attributes. Moreover, the holistic nature of a multi-level retail brand is formed by the interrelationships between the images of different levels, which are reflected in the presence of common extrinsic attributes and their interplay at attribute, benefit and attitude levels. Originality/value Theoretically, this review provides conceptual clarity by unveiling the multi-level yet holistic nature of a retail brand, helping researchers refine and extend existing theories in retail branding, while also providing new research opportunities in this field. Practically, the findings could guide retailers in implementing differentiated branding strategies at each level while achieving synergy across all levels.

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Section: Findings and Discussionmentioning

confidence: 99%