Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Rossi, Patricia; Borges, Adilson; Bakpayev, Marat

doi:10.1016/j.jretconser.2015.07.006

Cited by 54 publications

(51 citation statements)

References 49 publications

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“…In this study, brand image e-toll has no significant effect on customer purchase decision to e-toll. The result of this study is in line with the findings of Rossi's research which stated that the products affected the purchase decision and brand image had no effect on purchase decision (Rossi et. al., 2015).…”

Section: The Influence Of Brand Image On Purchase Decision Directly Osupporting

confidence: 90%

Radio Frequency Identification (RFID) Aplication Analysis on E-Toll in Indonesia

Hidayat¹,

Sabarudin²

2019

Proceedings of the Proceedings of the 2nd International Conference on Advance and Scientific Innovation, ICASI 2019, 18 July, B

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This study researched the application of RFID applications to e-toll. This study analyzed the effect of perceived usefulness, brand image, and perceived risk to purchase decision either directly or indirectly with customer perceived value mediated. This research used Structural Equation Model (SEM) method. The results showed that there was significant influence perceived usefulness to purchase decision directly or mediated by customer perceived value. The effect of brand image on purchase decision directly was non-significant but significant if customer perceived value mediated. There was a significant direct influence perceived risk to purchase decision but non-significant if mediated by customer perceived value. Managerial implication of RFID application on etoll was customer got easy of transaction, customer did not need to carry money while transaction and customer did not have long queue when did the transaction at toll gate.

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Section: The Influence Of Brand Image On Purchase Decision Directly Osupporting

confidence: 90%

Radio Frequency Identification (RFID) Aplication Analysis on E-Toll in Indonesia

Hidayat¹,

Sabarudin²

2019

Proceedings of the Proceedings of the 2nd International Conference on Advance and Scientific Innovation, ICASI 2019, 18 July, B

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“…Definitely this strong competition will continue to generate deeper researches to analyze the different responses of consumers, since actually there is an interesting level of differentiation. The latter, as above mentioned, is based on different aspects such as the price competition (Gielens, 2018;Olbrich et al, 2017), the quality of products (Nenycz-Thiel & Romaniuk, 2016), the role of information (Rossi et al, 2015), the brand engagement or image (Gendel-Guterman et al, 2017, Liu et alI, 2018, the brand equity (Girard et al, 2017) or the shopping experience (Kelting et al, 2017). In particular, the new market of organic food is also attracting the attention of the scholars in defining the competitive relation between organic manufacturers and retailers (Jonas & Roosen, 2005;Reinders & Bartels, 2017).…”

Section: Brand and Private Label In Food Retailingmentioning

confidence: 99%

The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products

Morrone¹,

Schena²

2018

IJBM

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The eco-labels in food products is an increasing presence to underline a particular attention to sustainability issues by producers and, recently, also by retailers, through their private labels (PLs). In the last years there has been a proliferation of eco-labels, generating sometimes a real confusion in consumers' mind. Nevertheless, some of them could be really considered as a decisive factor to influence the purchasing process. It could be possible to affirm that they acquired a real "power", producing a tangible effect on consumers' behaviour. The present work is an attempt to calculate the effectiveness of one of the most well-known eco-label, "Euro-leaf", that indicates products coming from organic farming. The aim of the analysis is to evaluate its incidence in the choices related to food proposals. In particular, the latter have been considered in a double way, exploring the different categories among branded and PL offers, in the continuous challenge between these two branding policies in the retail sector. Therefore, to carry out the research, the methodology adopted has been the diffusion of a questionnaire to a wide sample. More of 1.000 Italian consumers have been reached using an on line platform, shaping a stratified sample. The data elaboration shows a final result where the euro-leaf logo is able to have the same positive influence on buying propensity related both to branded and PL products. Observing the dimension of this influence, valid information are provided for practitioners and researchers to highlight a market trend where all the potentials have not yet been expressed.

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“…Such positivity and rapid growth of private label brands in other nations, specifically in developed western countries; is said to be achieved through grocery retailers constantly innovating and improving the quality of their private label brands, in the long run competing with national brands (Nielsen Global Report, 2014;. Such findings were cemented by the result of Rossi, Borges & Bakpayev (2017) pointing out the growth of private label brands in these countries by ascertaining that the quality gap between private label brands and national brands is slowly being closed.…”

Section: Private Label Brands In Africamentioning

confidence: 99%

“…Evidently, there are various studies with different conclusions and results regarding private label brands in both types of economies under study. Therefore, grocery retailers must work very hard to improve the perceptions of customers towards private label brands (Rossi, Borges & Bakpayev, 2017). In the process enhancing the brand image of private label brands as it plays a critical role in shaping customers' perceptions (Rossi et al, 2017;Olbrich, Jansen & Hundt, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, grocery retailers must work very hard to improve the perceptions of customers towards private label brands (Rossi, Borges & Bakpayev, 2017). In the process enhancing the brand image of private label brands as it plays a critical role in shaping customers' perceptions (Rossi et al, 2017;Olbrich, Jansen & Hundt, 2016). Therefore, African Grocery retailers need to understand the prevailing perceptions of African consumers regarding private label brands.…”

Section: Introductionmentioning

confidence: 99%

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Prevailing Perceptions and the Growth of Private Label Brands in Africa and Europe: An Overview

Ndlovu

2019

JEBS

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This paper reviewed the existing literature in different parts of the continents, focusing specificallyin Africa and Europe, critically reviewing past and recent literature of studies on customers’ perceptionstowards private label brands. Such review article enabled the writer to understand the prevailing state ofprivate label brands across different continents; in the process enabling grocery retailers, marketingpractitioners and academics a clear view of the state of customers’ perceptions around the globe. The resultsfound that the international state of private label brands has somehow improved in some parts of the globe,especially in Europe and Americas, where private label brands have enormously improved customersperceptions of their private label brands and in the process actively competing with national brands for themarket share. Opposing such success, In Africa there seems to be somehow lack of improvement in the earlyperceptions of private label brands in the process not fully challenging national brands. Noticeably, in Africathere seems customers still perceive private label brands as alternatives of national brands in tougheconomic conditions. Hence, grocery retailers need to extensively invest on their private label brands in orderto competitively challenge and change existing customer perceptions. Key investments should be in branding,promoting and educating customers about private label brands.

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Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Cited by 54 publications

References 49 publications

Radio Frequency Identification (RFID) Aplication Analysis on E-Toll in Indonesia

Radio Frequency Identification (RFID) Aplication Analysis on E-Toll in Indonesia

The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products

Prevailing Perceptions and the Growth of Private Label Brands in Africa and Europe: An Overview

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