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Article

G. Muruganantham and K. Priyadharshini

The purpose of this paper is to review existing literature related to private label brands (PLBs) and to identify the antecedents and consequences involved in the private…

Abstract

Purpose

The purpose of this paper is to review existing literature related to private label brands (PLBs) and to identify the antecedents and consequences involved in the private brand purchase.

Design/methodology/approach

The study used a systematic review approach and identified 92 significant published articles between 1960 and 2016 for evaluation using SCOPUS database exclusively in the field of marketing. The journals that have published articles on purchase intention of PLBs are taken into consideration.

Findings

The authors provide a holistic framework on the purchasing behaviour of PLBs. The antecedents that emerged out of the most frequently studied factors are grouped as determinants of store brand proneness. The factors of consequences were categorised into loyalty factors along with the moderating variables as product category and retailer related attributes. These findings will serve as a twofold guide to retailers, i.e., help them gain an understanding of the target consumer group characteristics and design strategies to enhance the purchase of private label products.

Research limitations/implications

This investigation considers only published research papers bearing the title of PLBs purchase.

Originality/value

This study is the first attempt of its kind of systematically reviewing the antecedents and consequences of PLB consumers. Both relevant published research and emerging research issues in the field of consumer research have been identified with a view to foster future research needs.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article

Paraskevi P. Sarantidou

This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an…

Abstract

Purpose

This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the impact of trust in store brands across 10 different store brand product categories and among nine different grocery retailers.

Design/methodology/approach

Data were collected through a telephone survey of 904 participants responsible for the household grocery shopping with a quota of 100 respondents from each of the nine leading grocery retailers in Greece.

Findings

The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust toward the retailer’s store brands. Results also confirmed variations in store brand penetration across the ten product categories that were tested, variations among the retailers and variations in the level of trust.

Originality/value

This paper is adding to the store brand literature from a quantitative perspective and is contributing to the theory, as there is no clear theoretical view on the effect of trust on store brand purchases.

Propósito

El objetivo de este artículo es explicar las variaciones que se producen en la adopción y penetración de la marca de distribución a partir de la confianza que los consumidores depositan en esta. Con ello se pretende ayudar tanto a los distribuidores como a los fabricantes en la predicción de las compras de marcas de distribución a través del impacto de la confianza en diez categorías de producto distintas y diferentes cadenas de distribución de alimentación.

Diseño/metodología/enfoque

Se recogen datos a través de encuestas telefónicas a una muestra de 904 individuos responsables de la compra de productos de alimentación en el hogar distribuidos equitativamente entre las nueve marcas líderes de distribución alimentaria en Grecia.

Resultados

Los resultados empíricos obtenidos apoyan el planteamiento del trabajo de que las compras de marcas de distribución están influidas positivamente por el nivel de confianza que los consumidores manifiestan hacia las mismas. Los resultados también confirman que la variación en el grado de penetración de las marcas de distribución en las distintas categorías de productos y cadenas de supermercados analizadas viene explicada por las variaciones en los niveles de confianza manifestados.

Originalidad/valor

Este trabajo contribuye a la literatura de las marcas de distribución no sólo en aspectos teóricos sino también empíricos al no existir hasta la fecha un posicionamiento teórico claro sobre el efecto de la confianza en la adquisición de las marcas de distribución.

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

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Article

Sita Mishra, Gunjan Malhotra and Garima Saxena

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by…

Abstract

Purpose

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.

Design/methodology/approach

This study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.

Findings

This study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.

Originality/value

This study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Jérôme Lacoeuilhe, Didier Louis, Cindy Lombart and Blandine Labbé-Pinlon

The research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent…

Abstract

Purpose

The research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.

Design/methodology/approach

This research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.

Findings

Consumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.

Research limitations/implications

This research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.

Practical implications

This research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.

Originality/value

This research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

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Article

Léopold Lessassy

The purpose of this paper is to examine the moderating effect of brand preference and type of shopping trip on the relationship between replacing a delisted national brand…

Abstract

Purpose

The purpose of this paper is to examine the moderating effect of brand preference and type of shopping trip on the relationship between replacing a delisted national brand (NB) with a retailer’s private label (PL) brand (premium vs standard) and private label switching (PLS), that is switching from NB to PL.

Design/methodology/approach

Inside a major French retail chain store, an experiment with 1,392 NB buyers tested the impact of replacing NB with PL on PLS.

Findings

Results stress the positive contribution of PL replacements after NB delisting on buyers’ switching behaviour at different brand preference levels and shopping trip types. A main-choice NB for a major trip shopping benefits a PLS to premium PL. However, when a fill-in shopper looks for a secondary brand, competition between PL standard and NB may not be as weak as suggested in earlier studies.

Research limitations/implications

The limitation of this study is that respondents reported their purchases instead of actually buying.

Practical implications

This study highlights that the retailers that delist some NB brands in the category should adopt a strategy either to develop premium or standard PLs, depending on consumers’ brand preference and shopping trip type.

Social implications

Delisting is an opportunity to question the NB product competitiveness towards PL.

Originality/value

The study is based on actual delisting and replacement, combined with a large sample, unlike previous studies. Moreover, it bridges two important areas of research: conflict in marketing channels and PL introduction in retailers’ assortment decisions.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Mostaque A. Zebal and Faye Hall Jackson

The purpose of this paper is to explore and identify the cues that shape the purchase of local retail apparel clothing brands in an emerging economy. The study further…

Abstract

Purpose

The purpose of this paper is to explore and identify the cues that shape the purchase of local retail apparel clothing brands in an emerging economy. The study further develops a conceptual framework for the cues that shape the purchase of local retail apparel clothing brands.

Design/methodology/approach

A focus group methodology is used for data collection from the local retail clothing consumers in Bangladesh. Data collected for this study were coded and categorized using inductive reasoning methods and similar responses were identified from a prepared data matrix. The results were presented in narrative while preserving the authenticity of participant response.

Findings

Three cues were identified that shape the purchase of local retail apparel clothing brands in Bangladesh. First, consumers buy local retail apparel clothing brands due to the product authenticity (product quality, product uniqueness, apparel fittings, apparel durability, color combination, attractive design, comfortability and reasonable price). Second, consumer cosmopolitanism (urbanization of people, migration and overseas travel, and access to cable television and international channels) positively related to the purchase of local retail apparel brands in Bangladesh. Third, consumer ethnocentrism (superiority of local made brands over imported foreign brands, moral obligation for purchasing local products and patriotism) is a contributory cue responsible for the success of local retail apparel clothing brands in Bangladesh.

Originality/value

This study is a first of its kind to significantly enrich the consumer behavior literature related to local retail apparel branded companies and their implications.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

M. Tolga Akcura, Ian Clark Sinapuelas and Hui-Ming Deanna Wang

This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs).

Abstract

Purpose

This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs).

Design/methodology/approach

Using a comprehensive store-level data set covering 52 categories and 130 stores of two retailer chains during 2003-2009, this paper examines how shares of standard and premium PLs affect retailer marketing strategies for NB retail prices, promotions and product assortments. The empirical analysis uses a simultaneous equations model estimated by the generalized method of moments approach and controls for endogeneity between PL shares and NB decisions and potential confounding variables including consumer, manufacturer and retailer factors.

Findings

Standard PL shares are associated positively with NB retail prices and negatively with NB promotions and assortments. In contrast, premium PL shares are associated positively with NB retail prices, promotions and assortments.

Research limitations/implications

The results indicate that retailers make strategic NB decisions through multitier PLs. Specifically, the evidence suggests that retailers use standard and premium PLs differently in promotion and assortment decisions toward NBs. NB manufacturers need to be cognizant of the increasing marketing power of retailers through their multitier PLs.

Originality/value

Prior research has mainly focused on the role of PLs as a strategic weapon to gain power in the channel and its impact on NB pricing decisions in a single PL context. After accounting for potential confounding factors (retailer, consumer and manufacturer) and endogeneity, the authors find empirical evidence that retailers appear to leverage standard and premium PLs differently in some marketing mix decisions toward NB. In particular, the results reveal PL performance to be a determinant of retailer NB assortment decisions.

Details

Journal of Product & Brand Management, vol. 28 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Janarthanan M. and Senthil Kumar M.

Medical textile is one aspect of technical textiles and it is classified according to performance and functional properties for hygienic and healthcare products. Seaweeds…

Abstract

Purpose

Medical textile is one aspect of technical textiles and it is classified according to performance and functional properties for hygienic and healthcare products. Seaweeds have curative powers for curing most degenerative diseases. The paper aims to discuss these issues.

Design/methodology/approach

The present study focusses on the extraction of dyes from five seaweeds such as Ulva reticulata, Ulva lactuca, Sargassum wightii, Padina tetrastomatica and Acanthophora spicefera. The presence of bioactive compounds, antioxidant and antimicrobial properties of dye extracted from seaweeds was analysed. The dye extracted from green seaweed was applied on cotton fabric to obtain antimicrobial and other properties used to make non- implantable materials.

Findings

A maximum antioxidant inhibition percentage of 86.48+2.84 and a maximum antibacterial activity of 27 mm inhibition zone were obtained on the fabric treated with the dye extract from the Ulva lactuca seaweed. The physical properties such as tensile strength and tearing strength did not show much significant difference in untreated and treated fabric. The air permeability, water absorbency and wicking behaviour of treated fabric were reduced compared with untreated fabric. The washing and rubbing properties of treated fabric were very good after repeated washing.

Originality/value

This bioactive fabric has been used for non-implantable materials such as wound healing, face mask, surgical gowns and hygienic textiles in recent years.

Details

International Journal of Clothing Science and Technology, vol. 29 no. 1
Type: Research Article
ISSN: 0955-6222

Keywords

Content available
Article

Rasha H.A. Mostafa and Reham I. Elseidi

The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image…

Abstract

Purpose

The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.

Design/methodology/approach

Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.

Findings

With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.

Research limitations/implications

This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.

Practical implications

Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.

Originality/value

This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.

Propósito

El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.

Diseño/metodología/enfoque

Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.

Resultados

Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.

Limitaciones/implicaciones

Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.

Implicaciones practices

Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.

Originalidad/valor

Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.

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Article

Gauthier Casteran and Thomas Ruspil

This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands…

Abstract

Purpose

This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs). This impact is tested for different product categories and retailers.

Design/methodology/approach

Two online experiments are conducted with different product categories (i.e. eggs and chocolate) and different retailers (i.e. Auchan and Carrefour). For each experiment, a multivariate analysis of covariance with brand type (i.e. PLBs and organic PLBs) as the independent variables, the PVFM and brand loyalty as the dependent variables as well as consumers’ characteristics, involvement with organic products and attitudes toward the retailer as the covariates is run.

Findings

On aggregate, organic PLBs prompt a higher PVFM as well as a higher attitudinal and behavioral loyalty than the PLBs. These results are consistent across the above-mentioned product categories and retailers.

Research limitations/implications

This study advances knowledge on organic labeling for the PLBs.

Practical implications

Retailers gain insights on the perceptions and behaviors toward organic PLBs versus standard PLBs.

Originality/value

This study tests how an organic label impacts the PVFM and brand loyalty for the PLBs.

Details

Journal of Consumer Marketing, vol. 38 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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