Brands as substitutes for the need for touch in online shopping

González‐Benito, Óscar; Martos-Partal, Mercedes; Gutiérrez, Sonia San Martín

doi:10.1016/j.jretconser.2015.07.015

Cited by 36 publications

(18 citation statements)

References 35 publications

(39 reference statements)

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“…On the other side, the use of extrinsic cues, such as the brand itself is more pronounced online, as consumers do not have the ability to touch or assess the brand in any other way (González-Benito et al 2015). Here, any time a national brand is not available, a retailer can suggest a private label instead.…”

Section: Abstract Private Label Brands • E-commerce • Buying Behaviourmentioning

confidence: 99%

Advances in National Brand and Private Label Marketing

2016

Springer Proceedings in Business and Economics

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Section: Abstract Private Label Brands • E-commerce • Buying Behaviourmentioning

confidence: 99%

Advances in National Brand and Private Label Marketing

2016

Springer Proceedings in Business and Economics

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“…There are several academic articles showing that brands become more important in online than in offline channels. The reason seems to be that brands may help consumers to overcome the need for touch during the purchase process at online stores, serving as information providers and reducing the associated risk [9,10].…”

Section: Introductionmentioning

confidence: 99%

Competition between Private Labels and National Brands in a Multichannel Retailer

Arce‐Urriza¹,

Cebollada²

2017

Advancing Insights on Brand Management

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This chapter analyzes private label and national brand competition across online and offline channels. We analyze competition using three measures: market share, a loyalty index, and what is called in the literature conquesting power (a measure of the ability of a brand to capture nonloyal consumers). We first provide a brief theoretical introduction and literature research about the topic. We also do an empirical analysis using data of a multichannel grocery retailer that sells both its own private label and national brands, through physical stores and an online store. The data include the purchases made by a sample of multichannel consumers. We find that the private label increases, in general, its competitive position in the online channel, compared to the offline channel. However, this result does not hold for all the product categories. We discuss some drivers of this general improvement, as well as potential causes for the differences between categories. We conclude with some recommendations for multichannel retailers and manufacturers.

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“…While the majority of research into private labels looked at those brands in brick and mortar store (for exceptions please see Dawes and Nenycz-Thiel 2014;González-Benito et al 2015), the fastest growing distribution channel is now e-commerce (Romaniuk and Sharp 2015). We see the growth around the world, however the real revolution is happening in emerging markets with China leading the trend.…”

mentioning

confidence: 99%

“…Here, any time a national brand is not available, a retailer can suggest a private label instead. On the other side, the use of extrinsic cues, such as the brand itself is more pronounced online, as consumers do not have the ability to touch or assess the brand in any other way (González-Benito et al 2015). Therefore the brand equity that national brands built through years of advertising support should be of a great advantage in e-commerce.…”

mentioning

confidence: 99%

Is Being Private Better or Worse Online? Private Labels Performance in Online Grocery Channel

Nenycz‐Thiel

Romaniuk

Dawes

2016

Springer Proceedings in Business and Economics

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The aim of this paper is to compare private labels' performance online and offline in grocery retailing in the UK and the US. Comparing private labels size and loyalty metrics online and offline, we find that private labels generally benefit from the online environment. Retailer control over shopper choices online is higher than in their physical stores and it is visible in shoppers' behaviours towards brands the retailer owns. Our findings have implications for academia as well as retailers and manufacturers.

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Brands as substitutes for the need for touch in online shopping

Cited by 36 publications

References 35 publications

Advances in National Brand and Private Label Marketing

Advances in National Brand and Private Label Marketing

Competition between Private Labels and National Brands in a Multichannel Retailer

Is Being Private Better or Worse Online? Private Labels Performance in Online Grocery Channel

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