• Login
    View Item 
    •   Vlerick Repository Home
    • Research Output
    • Articles
    • View Item
    •   Vlerick Repository Home
    • Research Output
    • Articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of Vlerick RepositoryCommunities & CollectionsPublication DateAuthorsTitlesSubjectsKnowledge Domain/IndustryThis CollectionPublication DateAuthorsTitlesSubjectsKnowledge Domain/Industry

    My Account

    LoginRegister

    Contact & Info

    ContactVlerick Journal ListOpen AccessVlerick Business School

    Statistics

    Display statistics

    Consumer Perceptions of store brands versus national brands

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Publication type
    Journal article
    Author
    De Wulf, Kristof
    Odekerken-Schröder, Gaby
    Goedertier, Frank
    Van Ossel, Gino
    Publication Year
    2005
    Journal
    Journal of Consumer Marketing
    Publication Volume
    22
    Publication Issue
    4
    Publication Begin page
    223
    Publication End page
    232
    
    Metadata
    Show full item record
    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 taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers' positioning strategies on the results generated. Findings The results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a lower price. Originality/value 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 performance.
    Keyword
    Customer Satisfaction, Stores and Supermarkets, Brand Equity
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1108/07363760510605335
    URI
    http://hdl.handle.net/20.500.12127/1719
    ae974a485f413a2113503eed53cd6c53
    10.1108/07363760510605335
    Scopus Count
    Collections
    Articles

    entitlement

     
    DSpace software (copyright © 2002 - 2022)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.