Does Chain Labeling Make Private Labels More Successful?

Autor:	Jan-Michael Becker, Henrik Sattler, Karen Gedenk, Oliver Schnittka, Franziska Völckner, Isabel Victoria Villeda
Rok vydání:	2015
Předmět:	Private label Chain (algebraic topology) 0502 economics and business 05 social sciences General Engineering Production (economics) 050211 marketing 0501 psychology and cognitive sciences Advertising Relevance (information retrieval) Business 050105 experimental psychology
Zdroj:	Schmalenbach Business Review. 67:92-113
ISSN:	2194-072X 1439-2917
DOI:	10.1007/bf03396925
Popis:	Some retailers use their chain names to identify their private labels. We find that chain labeling increases the likelihood that consumers correctly recognize a private label as belonging to a specific retailer, and that on average, chain labeling improves consumers’ attitudes toward private labels. We also identify two boundary conditions for this effect: chain labeling helps for standard, but not for economy private labels, and it improves consumers’ attitudes toward private labels in categories with low brand relevance. These results have important implications for managers on whether and when to use chain labeling for their private labels.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f77f48f3878bf7491d5511c77232f852 https://doi.org/10.1007/bf03396925 Zobrazit plný text záznamu