Consumer Perceptions of Store Brands Versus National Brands

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Consumer perceptions of store brands versus national brands

Abstract
Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands.
Design/methodology/approach – A total of 225 consumers were involved in a repeated measures design involving two within-subject factors: a blind and non-blind
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With respect to the second type of research, Cotterill et al. (2000) state that surprisingly little research has been conducted addressing the issue of the increasingly intense competitive interaction between private labels and national brands. Most previous empirical research has focused on the variation in market share of private label products across categories. Richardson
(1997) supports this identified gap, indicating that the question whether store brands are perceived to be just another brand in the market has received little attention in the marketing literature over the past three decades. Until now, hardly any study incorporates the differences in positioning objectives of retailers and national brand manufacturers.
Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence on its
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