Publication type: Conference paper
Type of review: Peer review (abstract)
Title: First insights on brand attitude towards a retailer’s individual private labels
Authors: Reimann, Olivier
Thomas, Oliver
Kucza, Gunther
Schuppisser, Stefan
et. al: No
DOI: 10.1007/978-3-030-76935-2_3
Proceedings: Advances in National Brand and Private Label Marketing
Editors of the parent work: Martínez-López, Francisco J.
Gázquez-Abad, Juan Carlos
Page(s): 20
Pages to: 23
Conference details: 8th International Conference on Research on National Brand and Private Label Marketing (NB&PL 2021), online, 22-23 June 2021
Issue Date: 2021
Series: Springer Proceedings in Business and Economics
Publisher / Ed. Institution: Springer
Publisher / Ed. Institution: Cham
ISBN: 978-3-030-76934-5
ISSN: 2198-7246
Language: English
Subjects: Brand attitude; Brand portfolio; Private label; Retailer price positioning; Store atmosphere
Subject (DDC): 658.8: Marketing management
Abstract: This paper investigates the formation of consumers’ brand attitudes towards the individual private label (PL) of a retailer based on two retailer-controlled factors, namely retailer price positioning and store atmosphere. Based on the literature, we formulate hypoth-eses which we test in an experiment. Our research design uses a fictitious retailer and a typical three-tier PL portfolio, including economy, standard, and premium PL. Across all three PL tiers, we find that only store atmosphere has a significant main effect on brand attitude. We do not find a significant main effect of retailer price position or a significant interaction. Our findings confirm the strategy changes observed from hard discounters who invest in the en-vironment of their stores.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Appears in collections:Publikationen School of Management and Law

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