Weitere Kapitel dieses Buchs durch Wischen aufrufen
The share of PL in various markets differs according to PL relative positioning and its stage in the brand life cycle. This research explores factors influencing the proneness of buying a PL product during its growth stage. Marketers in this stage prefer using price and in-store promotion, while neglecting brand advertising. This paper proposes a conceptual framework for PL proneness that integrates psychographic traits—advertising lover, leaner on extrinsic cues, and early adopter, with variables of PL image and familiarity. This model has been empirically tested. Data were collected through a survey of 914 adult grocery store shoppers. The study employs a factor analysis method following path analysis using structural equation modeling (SEM). The results show the significance of creating a strong and sustainable PL brand through advertising. They also indicate the importance of approaching early adopters. Practical implications: Marketers are advised to change their budget and allocate more to advertising their PL brand, along with their in-store promotions. They should also use advanced tools like data mining to identify potential customers according to their psychographic traits.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Abril, C., & Martos-Partal, M. (2013). Is product innovation as effective for private labels as it is for national brands? Innovation: Management Policy & Practice, 15(3), 337–349.
Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89. CrossRef
Anderson, E. T., & Simester, D. (2013). Advertising in a competitive market: The role of product standards, customer learning, and switching costs. Journal of Marketing Research, 50(4), 489–504. CrossRef
Balachander, S., & Ghose, S. (2003). Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing, 67(January), 4–13. CrossRef
Baltas, G. (1997). Determinants of store brand choice: A behavioral analysis. Journal of Product and Brand Management, 6(5), 315–324. CrossRef
Bonfrer, A., & Chintagunta, P. K. (2004). Store brands: Who buys them and what happens to retail prices when they are introduced? Review of Industrial Organization, 24(2), 195–218. CrossRef
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7, 131–157. CrossRef
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70, 34–49. CrossRef
Füller, J., Schroll, R., & von Hippel, E. (2013). User generated brands and their contribution to the diffusion of user innovations. Research Policy, 42(6–7), 1197–1209. CrossRef
Horvat, S., & Dosen, D. O. (2013). Perceived risk influence on the attitude to private labels in the product’s life cycle growth stage. Economic and Business Review for Central and South-Eastern Europe, 15(4), 267–291.
Jin, B., & Suh, Y. G. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62–71. CrossRef
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Education.
Kim, N., & Parker, P. M. (1999). Collusive conduct in private label products. International Journal of Research in Marketing, 16(2), 143–155. CrossRef
Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160–171. CrossRef
Kirmani, A., & Wright, P. (1989). Money talks: Perceived advertising expenditures and expected product quality. Journal of Consumer Research, 16(3), 344–353. CrossRef
Koschate-Fischer, N., Cramer, J., & Hoyer, W. D. (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of Marketing, 78(2), 69–82. CrossRef
Lamey, L. (2014). Hard economic times: A dream for discounters. European Journal of Marketing, 48(3/4), 641–656. CrossRef
Lamey, L., Deleersnyder, B., Steenkamp J-B, E. M., & Dekimpe, M. G. (2012). The effect of business-cycle fluctuations on private-label share: What has marketing conduct got do with it? Journal of Marketing, 76, 1–19. CrossRef
Levy, S., & Gendel-Guterman, H. (2012). Does advertising matter to store brand purchase intention? A conceptual framework. Journal of Product & Brand Management, 21(2), 89–97. CrossRef
Lopez, R. A., Liu, Y., & Zhu, C. (2015). TV advertising spillovers and demand for private labels: The case of carbonated soft drinks. Applied Economics, 47(25), 2563–2576. CrossRef
Mieres, C. G., Martín, A. M. D., & Gutiérrez, J. A. T. (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40(1/2), 61–82. CrossRef
Milgrom, P., & Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 94(4), 796–821. CrossRef
Nenycz-Thiel, M., & Romaniuk, J. (2014). The real difference between consumers’ perceptions of private labels and national brands. Journal of Consumer Behaviour, 13(4), 262–269.
PLMA’s International Private Label Yearbook. (2015). http://www.plmainternational.com/international-private-label-yearbook
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of private label brand quality. Journal of Marketing, 58(4), 28–36. CrossRef
Richardson, P. S., Jain, A. K., & Dick, A. S. (1996). Household store brand proneness: A framework. Journal of Retailing, 72(2), 159–185. CrossRef
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: The Free Press.
Sethuraman, R., & Gielens, K. (2014). Determinants of store brand share. Journal of Retailing, 90(2), 141–153. CrossRef
Steenkamp, J. B. E. M., Hofstede, T. F., & Wedel, M. (1999). A cross national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55–56. CrossRef
Sudhir, K., & Talukdar, D. (2004). Does store brand patronage improve store patronage? Review of Industrial Organization, 24(2), 143–160. CrossRef
TGI, Single sources. ( 2014). firstname.lastname@example.org
Thorell, H. B., Becker, H., & Engledow, J. (1976). The information seekers. The International Executive, 18(1).
Vranešević, T. (2007). Upravljanje markama. Zagreb: Accent.
Wood, L. (1990). The end of the product life cycle? Education says goodbye to an old friend. Journal of Marketing Management, 6(2), 145–155. CrossRef
- Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage
Best Practices für Web-Exzellenz im Online-Handel/© venimo | Fotolia