The real difference between consumers' perceptions of private labels and national brands
| dc.contributor.author | Nenycz Thiel, M. | |
| dc.contributor.author | Romaniuk, J. | |
| dc.date.issued | 2014 | |
| dc.description.abstract | This paper documents the application of prior knowledge about response patterns in brand image data for private label (PL) brands.We investigate if a well-known pattern about response level and usage experience also holds for PLs. The main finding is that advertised national brands (NBs) enjoy a higher level of knowledge amongst their non-users than do PLs. We did not find this to be the case for small non-advertised NBs and small PLs. The finding emphasises the importance of advertising for NBs to maintain their position. Well-branded and appropriately scheduled advertising leads to building up brand associations in consumers' memory, which increases the probability of thinking about or noticing a brand. We suggest that the higher knowledge among NB non-users is the main advantage NBs have over PLs in the market.We provide implications of the findings for managers and academia. | |
| dc.identifier.citation | Journal of Consumer Behaviour, 2014; 13(4):262-269 | |
| dc.identifier.doi | 10.1002/cb.1464 | |
| dc.identifier.issn | 1472-0817 | |
| dc.identifier.issn | 1479-1838 | |
| dc.identifier.uri | https://hdl.handle.net/1959.8/156937 | |
| dc.language.iso | en | |
| dc.publisher | John Wiley & Sons | |
| dc.rights | Copyright 2014 John Wiley & Sons | |
| dc.source.uri | https://doi.org/10.1002/cb.1464 | |
| dc.subject | branding | |
| dc.subject | consumerism | |
| dc.subject | private label | |
| dc.title | The real difference between consumers' perceptions of private labels and national brands | |
| dc.type | Journal article | |
| pubs.publication-status | Published | |
| ror.mmsid | 9915910293601831 |