| 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 |
| Pages: | 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: | 978-3-030-76934-5 978-3-030-76935-2 |
| ISSN: | 2198-7246 2198-7254 |
| 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/22916 |
| 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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