Private label brands: major perspective of two customer-based brand equity models

Calvo-Porral, Cristina; Lévy-Mangín, Jean-Pierre

doi:10.1080/09593969.2014.890953

Cited by 21 publications

(26 citation statements)

References 82 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In response to changing consumer expectations of retailer products, it was necessary to develop an appropriate image of PLs so that the consumer could feel confident about the quality of the food product and guarantee health safety based on appropriate food quality systems, such as ISO 9001, BRC or other certificates in a given country [81]. Quality is perceived by the consumer as the superiority of the product or brand over alternatives and the overall assessment of the brand by the consumer [82]. Moreover, consumers consider the price, packaging design, composition, and food producer in particular to be product quality [83].…”

Section: Discussionmentioning

confidence: 99%

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

2020

View full text Add to dashboard Cite

Consumer behavior towards private labels (PLs) is constantly changing, accompanied by the development from generic products, offered at very low prices, towards sustainable PLs. Our study aimed to analyze the behavior of British and Polish consumers towards PLs of the retail chains. To achieve this, special attention was given to the following issues: frequency of purchasing PLs by food categories, motives for purchasing PL products, opinions of the current development of PLs, and length of the period of purchasing products under PLs. We also presented the socioeconomic features of the Polish and British consumers purchasing PL products using a correspondence graph. Our research was conducted using a sample of 500 adults from Poland and 500 adults from the UK and the Computer-Assisted Web Interviewing method (CAWI) was used. The questionnaire was addressed only to adults who declared that they purchase PL products. For a detailed analysis of consumer choices and service quality assessment, we used Pearson’s chi-square test, as well as the Kohonen’s neural network and multi-dimensional cluster analysis. We have divided the sample population into 4 clusters based on 6 factors, characterizing households: education level, income, household residence, age, gender, and period of buying PL products. Our study indicates that Polish consumers are more likely to pay attention to lower prices for PLs, while British consumers point quality compared to manufacturers’ brands. In the opinion of Polish consumers, an improvement in quality is only just beginning. This means that PLs available on the British market are characterized by a higher stage of development towards sustainable PLs.

show abstract

Section: Discussionmentioning

confidence: 99%

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

2020

View full text Add to dashboard Cite

show abstract

“…Private labels (hereafter, PLs) constitute a tremendously important phenomenon at the level of both scholarship and management (Calvo-Porral and Levy-Mangin, 2014; González-Benito and Martos-Partal, 2014). The significance of these brands can be measured by the market share they have achieved.…”

Section: Introductionmentioning

confidence: 99%

“…The most recent studies of PLs focus on consumers’ satisfaction and identification with these brands (Rubio et al , 2014), measuring their brand equity (Cuneo et al , 2012), identifying specific antecedents of their brand equity (Beristain and Zorrilla, 2011; Calvo-Porral and Levy-Mangin, 2014; Calvo-Porral and Lang, 2015; Diallo, 2012) and determining the role of brand equity of PLs (PL brand equity) in building the retailer’s brand equity (Calvo-Porral et al , 2013; Choi and Huddleston, 2014; Gil-Saura et al , 2013; Jara and Cliquet, 2012).…”

Section: Introductionmentioning

confidence: 99%

“…Research on PL brand equity to date has conceived of these brands as a separate brand class rather than as individual brands from different retailers. As a separate brand class, PL brand equity has been studied for a set of product categories (Calvo-Porral and Levy-Mangin, 2014), for a specific product category (Cuneo et al , 2012; Molinillo et al , 2015) and for a retail chain name (Girard et al , 2017; González-Benito and Martos-Partal, 2014). Recent studies warn, however, of the need for more research on the formation of PL brand equity and its effect on store loyalty.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

Villaseñor

Yagüe

2019

JPBM

View full text Add to dashboard Cite

Purpose The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name). Design/methodology/approach A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model. Findings The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs. Practical implications Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name. Originality/value Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two signiﬁcant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.

show abstract

“…Retailers could not remain indifferent to the growing dynamics of sales in segments with the highest income. They mainly sought to build the desired image, increase customer loyalty and stand out in the market by developing a unique offer of often niche products available only at their points of sale (Calvo-Porral, Lévy-Mangín, 2014;Stanton et al, 2015;Abril, Rodriguez-Cánovas, 2016). The range was expanded by introducing luxury, eco-friendly and low-calorie/dietetic products.…”

Section: The Essence Of Private Labels and Prospects For Their Developmentmentioning

confidence: 99%

Ryzyko jako współczesny wymiar decyzji edukacyjno-zawodowych młodzieży

Zbonikowski¹,

Łodzi²

2018

ZIwGiB

View full text Add to dashboard Cite

Redakcja czasopisma dr hab. prof. AHE Zenon Ślusarczyk (redaktor naczelny) dr inż. Jerzy Janczewski (redaktor prowadzący) Rada Programowa prof. zw. dr hab. Czesław Sikorski (Uniwersytet Łódzki) dr hab. prof. UŁ Edward Stawasz (Uniwersytet Łódzki) dr hab. prof. UW Tomasz Zalega (Uniwersytet Warszawski) dr Yuriy Alexandrovich Chepurko (Kubański Uniwersytet Państwowy w Krasnodarze) prof. nadzw. doc. dr Nadiya Dubrovina (Uniwersytet Ekonomiczny w Bratysławie) prof. nadzw. dr hab. Wasyl Marczuk (Narodowy Uniwersytet Przykarpacki im. Wasyla Stefanyka w Iwano-Frankowsku) prof. nadzw. doc. dr Tetyana Nestorenko, (Berdiański Państwowy Uniwersytet Pedagogiczny, Berdiańsk) prof. nadzw. dr Erika Neubauerova (Uniwersytet Ekonomiczny w Bratysławie)Redaktor naukowy numeru dr inż. Jerzy Janczewski Redaktorzy językowi dr Sebastian Surendra (j. polski) Ph.D. Michael Fleming (j. angielski) RecenzenciLista recenzentów publikowana jest na stronie internetowej czasopisma

show abstract

Private label brands: major perspective of two customer-based brand equity models

Cited by 21 publications

References 82 publications

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

Ryzyko jako współczesny wymiar decyzji edukacyjno-zawodowych młodzieży

Contact Info

Product

Resources

About