PurposeThe objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands.Design/methodology/approachA total of 225 consumers were involved in a repeated measures design involving two within‐subject factors: a blind and non‐blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers' positioning strategies on the results generated.FindingsThe results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a lower price.Originality/valueUntil now, hardly any study incorporates the differences in positioning objectives of retailers and national brand manufacturers. Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence on its performance.
In response to diversifying music delivery modes, consumers increasingly combine various music platforms, both online and offline, legal and illegal, free or paying. Based on survey data (N = 685), the current study segments consumers in terms of the combination of music delivery modes they use. We identify four latent classes based on their usage frequency of purchasing CD's, copying CD's, streaming music, streaming music videos, peer-to-peer file sharing, and purchased downloading. All-round users (9.9%) use most or all acquisition modes, but at a low frequency. Traditionalist (33.7%) typically make no use of any of the acquisition modes except buying CD's. Streamers-downloaders (20.7%) use several acquisition modes intensively, especially streaming (video and/or music only) and downloading (legal and illegal). Light users (35.6%) also use multiple acquisition modes, but less frequently. We draw theoretical and practical implications, discuss limitations, and suggest ideas for future research.
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