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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorReimann, Olivier-
dc.contributor.authorThomas, Oliver-
dc.contributor.authorKucza, Gunther-
dc.contributor.authorSchuppisser, Stefan-
dc.date.accessioned2021-07-29T09:41:49Z-
dc.date.available2021-07-29T09:41:49Z-
dc.date.issued2021-
dc.identifier.isbn978-3-030-76934-5de_CH
dc.identifier.isbn978-3-030-76935-2de_CH
dc.identifier.issn2198-7246de_CH
dc.identifier.issn2198-7254de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/22916-
dc.description.abstractThis 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.isoende_CH
dc.publisherSpringerde_CH
dc.relation.ispartofseriesSpringer Proceedings in Business and Economicsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectBrand attitudede_CH
dc.subjectBrand portfoliode_CH
dc.subjectPrivate labelde_CH
dc.subjectRetailer price positioningde_CH
dc.subjectStore atmospherede_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleFirst insights on brand attitude towards a retailer’s individual private labelsde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.publisher.placeChamde_CH
dc.identifier.doi10.1007/978-3-030-76935-2_3de_CH
zhaw.conference.details8th International Conference on Research on National Brand and Private Label Marketing (NB&PL 2021), online, 22-23 June 2021de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end23de_CH
zhaw.pages.start20de_CH
zhaw.parentwork.editorMartínez-López, Francisco J.-
zhaw.parentwork.editorGázquez-Abad, Juan Carlos-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsAdvances in National Brand and Private Label Marketingde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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, 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.


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