Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Reimann, Olivier | - |
dc.contributor.author | Thomas, Oliver | - |
dc.contributor.author | Kucza, Gunther | - |
dc.contributor.author | Schuppisser, Stefan | - |
dc.date.accessioned | 2021-07-29T09:41:49Z | - |
dc.date.available | 2021-07-29T09:41:49Z | - |
dc.date.issued | 2021 | - |
dc.identifier.isbn | 978-3-030-76934-5 | de_CH |
dc.identifier.isbn | 978-3-030-76935-2 | de_CH |
dc.identifier.issn | 2198-7246 | de_CH |
dc.identifier.issn | 2198-7254 | de_CH |
dc.identifier.uri | https://digitalcollection.zhaw.ch/handle/11475/22916 | - |
dc.description.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. | de_CH |
dc.language.iso | en | de_CH |
dc.publisher | Springer | de_CH |
dc.relation.ispartofseries | Springer Proceedings in Business and Economics | de_CH |
dc.rights | Licence according to publishing contract | de_CH |
dc.subject | Brand attitude | de_CH |
dc.subject | Brand portfolio | de_CH |
dc.subject | Private label | de_CH |
dc.subject | Retailer price positioning | de_CH |
dc.subject | Store atmosphere | de_CH |
dc.subject.ddc | 658.8: Marketingmanagement | de_CH |
dc.title | First insights on brand attitude towards a retailer’s individual private labels | de_CH |
dc.type | Konferenz: Paper | de_CH |
dcterms.type | Text | de_CH |
zhaw.departement | School of Management and Law | de_CH |
zhaw.publisher.place | Cham | de_CH |
dc.identifier.doi | 10.1007/978-3-030-76935-2_3 | de_CH |
zhaw.conference.details | 8th International Conference on Research on National Brand and Private Label Marketing (NB&PL 2021), online, 22-23 June 2021 | de_CH |
zhaw.funding.eu | No | de_CH |
zhaw.originated.zhaw | Yes | de_CH |
zhaw.pages.end | 23 | de_CH |
zhaw.pages.start | 20 | de_CH |
zhaw.parentwork.editor | Martínez-López, Francisco J. | - |
zhaw.parentwork.editor | Gázquez-Abad, Juan Carlos | - |
zhaw.publication.status | publishedVersion | de_CH |
zhaw.publication.review | Peer review (Abstract) | de_CH |
zhaw.title.proceedings | Advances in National Brand and Private Label Marketing | de_CH |
zhaw.author.additional | No | de_CH |
zhaw.display.portrait | Yes | de_CH |
Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
There are no files associated with this item.
Show simple item record
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, Oliver THOMAS, Gunther KUCZA und Stefan SCHUPPISSER, 2021. First insights on brand attitude towards a retailer’s individual private labels. In: Francisco J. MARTÍNEZ-LÓPEZ und Juan Carlos GÁZQUEZ-ABAD (Hrsg.), Advances in National Brand and Private Label Marketing. Conference paper. Cham: Springer. 2021. S. 20–23. ISBN 978-3-030-76934-5
Reimann, Olivier, Oliver Thomas, Gunther Kucza, and Stefan Schuppisser. 2021. “First Insights on Brand Attitude towards a Retailer’s Individual Private Labels.” Conference paper. In Advances in National Brand and Private Label Marketing, edited by Francisco J. Martínez-López and Juan Carlos Gázquez-Abad, 20–23. Cham: Springer. https://doi.org/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.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.