Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

Castelo, José Sarto Freire; Cabral, José Ednilson de Oliveira; Coelho, Arnaldo

doi:10.15728/bbr.2016.13.1.4

Cited by 5 publications

(6 citation statements)

References 39 publications

(25 reference statements)

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“…The majority of the available BE models have their efficacy verified in consumer goods, services and in the trade of products between companies (Morrison and Eastburn, 2006;Punniyamoorthy et al, 2011). This is because the brand and its antecedents (BE) can play a decisive role in goods' positioning (Akturan, 2018;Castelo et al, 2016;Wang and Yang, 2010;Yang and Basile, 2019), including commoditized products, since companies in developed markets tend to rely more on brand influence (Atsmon et al, 2012). In addition, Hatch and Rubin (2006) state that in changing environments, as in emerging markets, the brand has the power to convey meaning to consumers.…”

Section: Brand Equity Of Commoditized Products Of Famous Brandsmentioning

confidence: 99%

“…When several markets become increasingly commoditized, the brand may assume a differentiator element role (Castelo et al, 2016) in consumer's perception, which contributes to increase sales (Sharma et al, 2015) and consumers' willingness to pay differentiated prices for products of famous brands (Aaker, 1992a;Stanton and Herbst, 2005). In this sense, we consider brand equity (BE, hereafter) as a sustainable competitive advantage (Aaker, 1992a;Christodoulides et al, 2015;Baalbaki and Guzmán, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Brand equity of commoditized products of famous brands

Mainardes

Júnior

Andrade

2019

MIP

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Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.

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Section: Brand Equity Of Commoditized Products Of Famous Brandsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Brand equity of commoditized products of famous brands

Mainardes

Júnior

Andrade

2019

MIP

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“…Price and quality are the primary motivators that influence consumers' behaviour regarding PLs (Castelo et al, 2016;Mao et al, 2023). Thus, retailers have invested heavily in improving their products, marketing activities and product lines.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

What claims best convey the quality of retailers' standard private label products?

Louis,

Lombart,

Grappe

et al. 2023

IJRDM

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PurposeConsumers consider retailers' standard private labels (PLs) as relevant choices, compared to national brands (NBs), and their demand for private label products has increased significantly over the past decade. At the same time, PLs have undergone a profound transformation as retailers have enhanced their quality. The goal of this research is to investigate the impact of claims used to highlight the enhanced quality of standard PL products on consumers' perceptions and behaviours.Design/methodology/approachA between-subjects experiment, set in a store laboratory, was used to study consumers' perceptions and behaviours. The impact of six non-nutrition claims – linked, according to the self-other trade-off, either to concern for consumers' health (internal to the self) or for the environment (external to the self) – on consumers' reactions has been studied. Then, the data collected were analysed with partial least squares structural equation modelling (PLS-SEM).FindingsThis research indicates that health claims retailers make to echo consumers' own concerns have positive impacts at three basic levels: the brand, the retail chain and the store. It also highlights the central role of trust in standard PLs, which, once activated by the non-nutrition claims made by retailers and the increase in the quality of standard PLs thus inferred by consumers, can improve consumers' attitude toward the food retailers' stores and reinforce their intentions to visit again and recommend them.Research limitations/implicationsFrom a theoretical perspective, this research supplements cue utilisation theory as it applies this framework to standard PLs and establishes that consumers use extrinsic cues (i.e. communications on non-nutrition claims) to infer the quality of standard PL brand products. It also complements scant studies on retailers' corporate social responsibility (CSR) with quality aspects of their own labels as it specifies the levers (i.e. the claims) to use to improve retailers' CSR image and consumers' behaviours.Practical implicationsFrom a managerial perspective, this research highlights the superiority of retailers' claims related to consumer health and, more specifically, of claims highlighting the natural origin of ingredients. For this specific assertion, trust in the standard PL and the CSR image of the brand have direct and indirect impacts, via attitude toward the stores, on consumers' intentions to return to and to recommend these stores.Originality/valueDespite the increasing importance of products as effective tools for communicating companies' CSR policies, scant research has been conducted on consumers' reactions to non-nutrition claims, which are increasingly prominent in the marketplace.

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“…Muitos clientes consideram o preço como uma sinalização da qualidade e dos benefícios dos produtos (Castelo, Cabral, & Coelho, 2016), assim, as decisões de preço, constituem a definição de valores que propiciem vantagem competitiva e retorno para a empresa (Gonçalves et al, 2008). Para a definição de preço, o gestor deve estar ciente da importância dessa variável, principalmente em relação ao poder aquisitivo de seu público alvo e sua disposição para pagar pelo produto (Almeida et al, 2016).…”

Section: Avalie As Estratégias De Marketing Propostas Por Matheus E Runclassified

Mudança de Rumo? O Caso da Junckes Distribuidora

et al. 2019

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Resumo Este caso para ensino tem por objetivo promover a reflexão sobre a necessidade de realizar pesquisas e projeções para a tomada de decisão, com a premissa de diminuir as incertezas geradas acerca da implantação de um novo negócio. Além disso, visa oportunizar aos alunos a discussão de situações pertinentes ao processo de abertura de uma nova empresa, por meio do caso da Junckes Distribuidora, uma atacadista prestadora de serviços do ramo alimentício, na qual um dos sócios idealiza um projeto de expansão. Em 2017, após um levantamento de dados para avaliar a viabilidade financeira e econômica da nova empresa, a varejista Direto do Colono, Matheus convoca os demais sócios João e Leonardo para uma reunião. É preciso decidir o que fazer e qual a melhor decisão, abrir ou não abrir o novo negócio, levando em consideração os dados coletados e a situação atual da empresa. A proposta é fazer com que os alunos se coloquem no lugar dos gestores, a fim de propiciar um debate acerca da abertura desse novo negócio e uma reflexão sobre concepções inerentes ao planejamento estratégico, marketing e análise financeira, explorando estes conceitos e relacionando-os com a realidade organizacional. Propõe-se que o caso seja aplicado nos cursos de Graduação em Administração, na disciplina de Estratégias Organizacionais. JEL Code: A2, R4, O3.

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Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

Cited by 5 publications

References 39 publications

Brand equity of commoditized products of famous brands

Brand equity of commoditized products of famous brands

What claims best convey the quality of retailers' standard private label products?

Mudança de Rumo? O Caso da Junckes Distribuidora

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