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2022 | OriginalPaper | Buchkapitel

The Moderating Effect of Store Image on the Relationship Between Private Label Naming Strategy and Perceived Risk

verfasst von : Lukas Stoppacher, Thomas Foscht, Andreas Eisingerich

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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Retailers successfully diversify their assortments with multi-tiered private label (PL) portfolios and thereby reach multiple quality and even niche segments, which has led to an increase of PL launches and branding decisions (Gielens et al. 2021). Our research focuses on PL naming strategies, where retailers decide between two options, namely a stand-alone and a store-banner strategy (Geyskens et al. 2018). Particularly, we study these strategies in the context of perceived risk and store image and rely on cue utilization theory when investigating the following research question: Does store image moderate the effect of PL naming strategy (i.e. store-banner vs. stand-alone) on perceived risk of recently launched PLs? …

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Titel: The Moderating Effect of Store Image on the Relationship Between Private Label Naming Strategy and Perceived Risk
verfasst von: Lukas Stoppacher
Thomas Foscht
Andreas Eisingerich
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-031-06580-4

Electronic ISBN: 978-3-031-06581-1

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-031-06581-1_15