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2015 | OriginalPaper | Chapter

Extending the Retail Brand to Non-traditional Products

Authors : Elisa Martinelli, Francesca de Canio, Gianluca Marchi, Marina Vignola

Published in: Advances in National Brand and Private Label Marketing

Publisher: Springer International Publishing

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Abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional products—in this case over-the-counter pharmaceuticals—are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents—national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN)—impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported—except for INN.

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Title: Extending the Retail Brand to Non-traditional Products
Authors: Elisa Martinelli
Francesca de Canio
Gianluca Marchi
Marina Vignola
Publisher: Springer International Publishing
Book: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-319-20181-8

Electronic ISBN: 978-3-319-20182-5

Copyright Year: 2015
DOI: https://doi.org/10.1007/978-3-319-20182-5_13