Consumer preferences for retailer brand architectures: results from a conjoint study

Abstract

Purpose -The purpose of this paper is to investigate how three dimensions of retailer brand architecture -share or retailer brands, quality of retailer brands and visibility of retailer brandsaffect consumer intention to shop at stores Design/methodology/approach -A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design Findings -Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands.Research limitations/implications -The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world. Practical implications -Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value -The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

“…This may be because, nowadays, store brands are positioning themselves as a samequality alternative to manufacturer brands (Choi & Huddleston, 2013). In addition, store brands now compete on a more equal footing with manufacturer brands in terms of product quality, and consumers perceive store brand quality to have improved (Grunert et al, 2006). Moreover, a few relevant differences between these two types of store brand should be highlighted.…”

Marcas Del Distribuidor: Evolución Y Caracterización Del Concepto

“…De tal manera, la marca corporativa se puede sintetizar como aquella marca destinada a producir una identidad positiva fuerte, no solo con el producto sino con la organización como tal (Grunert et al, 2006 (Putsis, 1997).…”

“…En este sentido los minoristas deben determinar el surtido de sus almacenes en función de la combinación de marcas del fabricante, las marcas propias y los productos genéricos o sin marca. Lo cual supone un proceso estratégico descrito por Grunert, Esbjerg et al (2006) como arquitectura de la marca.…”

“…En consecuencia, la realización de estas tareas está estrechamente ligada con la imagen que quiere reflejar el distribuidor, las políticas de la compañía y el grado de innovación y tecnología que se tenga (Grunert et al, 2006).…”

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

“…In this setting, retail brand refers to the 'consumer products produced by or on behalf of, distributors and sold under the distributor's own name or trademark through the distributor's own outlet' (Morris, 1979). Some scholars have used the term retailer brand for this purpose (Grunert, Esbjerg, Bech-Larsen, Brunso & Juhl, 2006). Others call it store brand (Luijten & Reijnders, 2009;Martenson, 2007).…”