|Publication type:||Conference paper|
|Type of review:||Peer review (abstract)|
|Title:||First insights on brand attitude towards a retailer’s individual private labels|
|Proceedings:||Advances in National Brand and Private Label Marketing|
|Editors of the parent work:||Martínez-López, Francisco J.|
Gázquez-Abad, Juan Carlos
|Conference details:||8th International Conference on Research on National Brand and Private Label Marketing (NB&PL 2021), online, 22-23 June 2021|
|Series:||Springer Proceedings in Business and Economics|
|Publisher / Ed. Institution:||Springer|
|Publisher / Ed. Institution:||Cham|
|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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Reimann, O., Thomas, O., Kucza, G., & Schuppisser, S. (2021). First insights on brand attitude towards a retailer’s individual private labels [Conference paper]. In F. J. Martínez-López & J. C. Gázquez-Abad (Eds.), Advances in National Brand and Private Label Marketing (pp. 20–23). Springer. https://doi.org/10.1007/978-3-030-76935-2_3
Reimann, O. et al. (2021) ‘First insights on brand attitude towards a retailer’s individual private labels’, in F.J. Martínez-López and J.C. Gázquez-Abad (eds) Advances in National Brand and Private Label Marketing. Cham: Springer, pp. 20–23. Available at: https://doi.org/10.1007/978-3-030-76935-2_3.
O. Reimann, O. Thomas, G. Kucza, and S. Schuppisser, “First insights on brand attitude towards a retailer’s individual private labels,” in Advances in National Brand and Private Label Marketing, 2021, pp. 20–23. doi: 10.1007/978-3-030-76935-2_3.
Reimann, Olivier, et al. “First Insights on Brand Attitude towards a Retailer’s Individual Private Labels.” Advances in National Brand and Private Label Marketing, edited by Francisco J. Martínez-López and Juan Carlos Gázquez-Abad, Springer, 2021, pp. 20–23, https://doi.org/10.1007/978-3-030-76935-2_3.
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