Understanding non-private label consumers’ switching intention in emerging market

Abstract

Purpose The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender. Design/methodology/approach Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model. Findings The results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported. Originality/value This study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.

City brand love: modelling and resident heterogeneity analysis

“…Finally, the findings from this research can assist the city brand managers and urban planners to ensure optimal allocation of scarce resources that the city possesses. To facilitate this process and similar to that of other published studies (Aw and Chong, 2019;Buhalis et al, 2020), the current study conducts an importance-performance matrix analysis (IPMA) to determine the constructs that the city authorities and city brand managers should focus on for each of the resident segments.…”

An investigation into marketing activities role on the purchase of private label brands

“…Therefore, familiarity with private label brands creates a positive association within customers' mindsets (Beneke & Carter, 2015). Aw and Chong (2019), in their study, note the retailers' underinvestment in advertising private label brands by marketing managers. Understandably, they do so intend to minimise costs.…”

“…Advertising is associated with informing, influencing, and reminding the customer of the purchase of firms' products (Aw & Chong, 2019;Cartwright et al, 2016). As a result, Lacoeuilhe et al (2020), in their study, affirmed the effectiveness of advertising towards creating purchase intentions towards private label brands.…”

“…Types of marketing instruments Aw and Chong (2019), in their study, highlighted the importance of studying the potential effect of pricing, price promotion, and advertising and their effect on private label brands. Therefore, based on this assertion, nine studies addressed pricing, nine addressed price promotion, seven addressed advertising, and other supplemental literature addressed the combination of the three instruments.…”

“…Previous studies (Bennett et al, 2020;Dawes, 2018;Lamey et al, 2018;Mihajlović & Trajković, 2020) concluded that a correct study of the marketing instruments such as advertising, pricing, and promotion is a catalyst for a product's success. Furthermore, Aw and Chong (2019) in their study found that marketing instruments such as advertising, pricing, and promotion influenced customers' attitudes towards private label brands. As a result, retailers have come to realise the importance of studying factors that influence customers when making purchasing decisions.…”