How online reviewers and actual customers evaluate their shopping experiences. Evidence from an international retail chain

Dalli, Daniele; Tuan, Annamaria; D’Acunto, David

doi:10.3280/mc2018-003009

Cited by 2 publications

(1 citation statement)

References 47 publications

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“…The results of the study also confirm the essential importance of trust in the retailer and therefore the strategies to develop it, starting from the consonance between the values of the retailer company and those reflected in the product portfolio and in all the activities carried out at the store level, which represents the physical platform where the relationship with the customer is generated and nurtured (e.g. Baker et al 2002;Bao et al 2011;Diallo 2012;Mason et al 2017;Dalli et al 2018). From this point of view, the PPL can play an important role, supporting the competitive advantage over discount stores, which mainly rely on price convenience, and leading national brands, which apply increasingly aggressive promotional initiatives.…”

Section: Discussion Implications Limitations and Future Researchsupporting

confidence: 60%

Premium private label: how product value, trust and category involvement influence consumers willingness to buy

Bertoli

Busacca

Imperato³

2020

Ital. J. Mark.

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Premium private labels (PPLs) are applied to products with distinctive features with prices equal, and sometimes even higher, than those of the category leaders. The objective of the retailers is to obtain, in the minds of consumers, the same positioning of national brands. So, PPLs are becoming more and more crucial for competitive advantage and store loyalty. Starting from this evidence, this paper aims to contribute to the advancement of knowledge on the subject, analyzing the impact of consumer trust in retailer, consumer involvement and product value on consumer willingness to buy PPLs. Data for hypotheses testing were collected through a 2 × 2 × 2 experiment between subjects, in which different groups of consumers were randomly exposed to different experimental conditions. Results show that: (a) consumer trust in retailer positively influences consumer’s willingness to buy in case of products with hedonic value; (b) consumer involvement has a significant main effect and there is a significant two-way interactions between trust and involvement; (c) when consumer trust in retailer is low, non-involved consumers show a greater willingness to buy the PPL for products with utilitarian rather than hedonic value.

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