Buying of private labels across categories: how far is too far?
Date
2015
Authors
Nenycz Thiel, M.
Romaniuk, J.
Editors
Martínez-López, F.J.
Abad, J.C.
Sethuraman, R.
Abad, J.C.
Sethuraman, R.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Advances in national brand and private label marketing, 2015 / Martínez-López, F.J., Abad, J.C., Sethuraman, R. (ed./s), pp.35-42
Statement of Responsibility
Conference Name
2nd International Conference on Research on National Brand and Private Label Marketing (24 Jun 2015 - 26 Jun 2015 : Barcelona, Spain)
Abstract
This paper examines consumers’ behavior towards UK private labels (PL) across four categories: soft drinks, chocolate, banking and fuel. The results show that cross-category PL purchasing is stronger between related categories and PLs from the same tiers. However, the relationship is weak to non-existent for unrelated categories (chocolate and banking). These findings provide implications for retailers regarding the stretch ability of PL brand’s strategy across categories and across different PL quality tiers. The findings also provide insights into the potential to cross sell PLs in unrelated categories to current PL buyers.
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Dissertation Note
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Copyright 2015 Springer