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This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention.

Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers.

The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort.

This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions.

The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

The purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products.

Retailer equity includes four variables: retailer awareness, retailer association, retailer perceived quality and retailer loyalty. The perceived risk factors include functional risk, financial risk and social risk. The attitude toward PLBs was taken as the dependent variable. The study was carried out by using a standardized questionnaire for all three constructs. The convenience sampling method was adopted to carry out data collection from customers of organized retail stores in the city of Coimbatore, in the state of Tamil Nadu, India. The relationship between the three variables was studied with structural equation modeling using IBM SPSS Amos software.

The study revealed that excluding the Financial Risk and the Social Risk, functional risk alone has significant influence over the PLB Attitude. The Retailer Equity variables, retailer perceived quality and retailer loyalty have positive influence on the PLB Attitude, while the other two variables do not show any influence. Retailer Awareness shows a negative influence over the social risk. Retailer Association does not show any influence on any of the three risk factors. Retailer perceived quality shows negative influence over the functional risk while retailer loyalty negatively influences social risk.

The research study was carried out in cities that are populous in the Indian state of Tamil Nadu. All the respondents came from three cities in Tamil Nadu, namely, Coimbatore, Tiruppur and Madurai. Hence, extending the findings of the study to other countries where organized retail penetration is deeper may be attempted with caution.

The study will offer managers in the retail industry some understanding of the risk-relieving factors in operation when buying grocery goods.

The research paper contributes to the literature concerning the role played by retailer equity and perceived risk factors on attitudes toward PLBs.

The research aims to investigate the nexus between retailer corporate brand and sustainability practices. The literature linking these areas is relatively sparse. The point of departure is an existing conceptual model, to which another antecedent, customer perception of retailer environmental management practices, is added.

The quantitative research design strategy incorporates the development of a survey instrument, administered in telephone interviews, by trained interviewers. The context was Canadian discount department store retailing and a sample of 473 consumers.

The findings demonstrate that sustainability is a link, a brand association, between customers' perceptions of retailer sustainability practices, and their brand attitudes towards the retailer corporate brand.

The theoretical contribution is the development and testing of the extended model, affirming its validity.

The managerial implications can guide retailers in enhancing their brand reputation through better environmental management practices.

The study is pioneering in terms of conceptualising and empirically testing sustainability as a component of a corporate brand. This approach is able to control for other influences on the corporate brand.

Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors.

The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses.

The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s).

Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes.

The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands.

The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.

The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand.

The researchers develop a conceptual framework, from a literature review and qualitative interviews, which outlines the benefits of manufacturers' brands for retailers. A series of hypotheses tests the effects of these brand benefits on retailer brand attitudes. Data are collected using a survey of supermarket category buyers and analysed with structural equation modelling in order to validate this framework.

Manufacturers' brands deliver four benefits to retailers: financial, manufacturer support, meeting customers' expectations and brand equity. Financial benefits and customer expectations have a stronger effect on retailer satisfaction with the brand compared to manufacturer support and brand equity. Retailer satisfaction with the brand is an antecedent to the retailer assessment of brand performance as well as trust and commitment of the brand. An alternative model shows that brand equity influences retailer commitment to the brand and that financial benefits affect retailer performance assessment of the brand.

Manufacturers should think of their brands as channel resources when dealing with retail buyers, and need to consider how to best utilise these four brand benefits to encourage channel support.

This study proposes a conceptual model and measures the influence of manufacturer brand benefits on longer term retailer attitudes towards the brand, which research has not previously addressed.

This study aims to enhance the understanding of what significance consumers place on different aspects of corporate social responsibility (CSR) when evaluating and purchasing grocery brands and products.

The paper builds on existing literature and theories on CSR and marketing, as well as literature on consumers' perceptions of CSR related issues. The Swedish empirical study has two parts; the first explorative stage based on qualitative method and in‐store face‐to‐face interviews through which important consumer attitude‐based attributes of social responsibility are identified in a grocery context. The second quantitative part is based on questionnaires that describe the grocery brand positions and performances along these attributes.

Results point to three general attitude‐based dimensions for CSR positioning and that retail brands can indeed, in relation to leading national brands, build a CSR image. Further, this image is shown to have an impact on consumers' intention to buy. This is also the case for “me‐too” retail brands. The CSR dimension of greatest impact on overall CSR image is product responsibility, whereas human responsibility influences the customer purchase intentions the most. Environmental responsibility, perhaps the most commonly used CSR dimension, is in this study recognised to exert least impact on both overall CSR image and on purchase intentions.

This study is limited to a Swedish context and to one specific purchase situation. Future studies could involve validation of factor structure, relationship between CSR and preference, and ability to positioning in another market, perhaps in more mature markets in terms of well‐developed structures of CSR and health/organic organic products (e.g. the UK). A postal survey would allow the use of longer and evaluated measurement scales previously used in organic food research.

This study substantiates that retailer brands can indeed be distinctly positioned according to aspects other than price, e.g. as here exemplified, the concept of CSR. This relationship has hitherto not been identified outside the UK. The finding that CSR is less clearly connected to the expected dimension of environmental responsibility entails new added knowledge to this research field. The analysis has, moreover, resulted in more a simplified description of the basic dimensions of CSR containing three instead of, as often in the literature, six dimensions.

Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.

Three experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.

Results reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).

In light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.

To increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.

While previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.

A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.

The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.

With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

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.

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.

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.

This study advances knowledge on organic labeling for the PLBs.

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

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

This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls.

Building on the literature, a quantitative methodology is applied. A large sample (n = 755) of an Australian shopping mall is surveyed, and the data are analysed using structural equation modelling.

The first set of findings is that mall atmosphere and mall merchandise are the main determinants of consumer mall satisfaction. In turn, consumer mall satisfaction and mall merchandise are the main determinants of consumer mall brand attitudes.

The study is the first known study to measure consumer-based mall brand meaning quantitatively. This discovery gives a more holistic understanding of the mall brand. Additionally, the study highlights that mall branding is essentially experiential branding.

The study provides sound guidance for mall managers by suggesting priorities in shaping the mall brand, the emphasis on mall atmosphere and the criticality of tenant mix. Some malls spend hundreds of millions of dollars on refurbishments, enhancing mall atmosphere, consistent with the emphasis of this paper.

More effective experiential branding could influence community well-being.

This original research pioneers the discovery of customer-based mall brand meaning. Additionally, the study adds to the experiential branding literature. Sensory experiences are not sufficient to examine brand experiences; additionally, the core product (mall merchandise in our context) enhances the total (mall) brand experience.