I don't like it so I don't buy it - negative perceptions and private label brands
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(Published version)
Date
2010
Authors
Nenycz Thiel, M.
Winchester, M.
Editors
Ballantine, P.
Finsterwalder, J.
Finsterwalder, J.
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Conference paper
Citation
Australian and New Zealand Marketing Academy Conference proceedings: Doing more with less, 2010 / Ballantine, P., Finsterwalder, J. (ed./s), pp.1-6
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Australian and New Zealand Marketing Academy Conference (29 Nov 2010 - 1 Dec 2010 : Christchurch, New Zealand)
Abstract
This study considers brand users' and non-users' negative beliefs of private label brands. Analysis of perceptual data of private labels is conducted in five categories across Australia and three categories in the UK. The results are consistent with findings from past research, and show that non-users of private labels are less or equally likely to associate a brand with a negative attribute that is category specific than brand users. However, analysis for 'stereotype' attributes such as low quality or high risk, show a rare, reverse evaluative pattern, in that non-users are more likely to associate a brand with this attribute than brand users. This suggests that unlike the findings of previous empirical research, private label brands may be rejected prior to trial.
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Copyright 2010 ANZMAC