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Understanding premium private labels: a consumer categorisation approach

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dc.contributor.authorNenycz Thiel, M.
dc.contributor.authorRomaniuk, J.
dc.date.issued2016
dc.description.abstractWorldwide premium private labels (PPLs) are a new and rapidly growing phenomenon. However to date, little is known about consumers' perceptions of these newer entrants relative to other brand types. Therefore it is difficult for marketers to understand the opportunities and threats created by this new generation of brands. This study examines the ways in which consumers categorise PPLs compared to more traditional value private labels (VPLs) and national brands (NBs) on the three dimensions of quality, value for money and trust. The data includes seven packaged goods categories in three countries, the United States, the United Kingdom, and Australia. The findings show that PPLs sit on a separate island, in between VPLs and NBs in consumer memory. While consumers generally view PPLs as a separate subgroup of brands, PPL are connected to other subgroups in that they are perceived to have the value characteristics of VPLs but quality characteristics of NBs. Finally, consumers with past experience with VPLs have a stronger ability to categorise PLs into distinct brand tiers.
dc.identifier.citationJournal of Retailing and Consumer Services, 2016; 29:22-30
dc.identifier.doi10.1016/j.jretconser.2015.10.008
dc.identifier.issn0969-6989
dc.identifier.issn1873-1384
dc.identifier.urihttps://hdl.handle.net/11541.2/116823
dc.language.isoen
dc.publisherPergamon
dc.rightsCopyright 2015 Elsevier
dc.source.urihttps://doi.org/10.1016/j.jretconser.2015.10.008
dc.subjectprivate label
dc.subjectpremium
dc.subjectcategorisation
dc.subjectpackaged goods
dc.titleUnderstanding premium private labels: a consumer categorisation approach
dc.typeJournal article
pubs.publication-statusPublished
ror.mmsid9916011711701831

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