big bazaar

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and follows the business model of United States-based Wal-Mart. http://en.wikipedia.org/wiki/Big_Bazaar

Big Bazaar, the hypermarket of Pantaloon Retail, has come out with a breakfast cereal range under its private label, Tasty Treat. Big Bazaar already sells noodles, pasta, vermicelli, soups, namkeens, chips, toast, khari, papads, jams, pickles, carbonated drinks, ketchup and fruit beverages under the brand. It has now added breakfast cereals to the range.

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cr via QIP- Pantaloon QIP to start today- Pantaloon: A new format- Experts stress on tapping retail

sector- Future group draws out

expansion plans

The breakfast cereals will be available in three variants — plain cornflakes, chocolate-flavoured Choco Gols and honey-flavoured Honey Circles. There are two reasons for launching the product, says Pantaloon Retail’s head of private brands, Devendra Chawla. “One is that private brands give us far higher margins, and the second is that cornflakes as a category is under-penetrated and has a lot of scope to grow.”

The market for breakfast cereals is still small. While the packaged food market is valued at Rs 33,234 crore, the organised breakfast cereal market is just Rs 250 crore — less than one per cent. But the market is growing fast, given the growing health consciousness in the country, especially the urban middle class. Kelloggs monopolises the market for breakfast cereals with its range of flakes. Some other multinational players have also shown keen interest in this market. PepsiCo has already entered with its bestseller brand, Quaker Oates. Heinz India, which has a hugely strong bond with households because of its Complan health drinks, too has joined the bandwagon.

In spite of the presence of a large number of players in the branded packaged food segment, Tasty Treat is growing at about 70 per cent. This perhaps has given Big Bazaar the confidence to try its luck in breakfast cereals as well.

In a recent development, Pantaloon Retail, promoted by Kishore Biyani, has boycotted Kelloggs at all its retail formats for turning down its demand for higher margins. Not surprisingly, Big Bazaar is pushing its own brand of cornflakes now. This is not the first time Big Bazaar is doing this. A while back Cadburys and PepsiCo owned snack food brand Frito Lay had to bear the brunt.

As an introductory offer, the cornflakes brand will be priced at Rs 99 along with a free bowl worth Rs 60.

According to Chawla, the brand will provide 10 to 15 per cent value when compared to rivals. “We have the option of pricing it lower as we don’t have to pay intermediaries and can pass on that advantage to consumers,” says Chawla.

http://www.business-standard.com/india/news/big-bazaar-private-label-push/378124/

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Private branding is when a large distribution channel member (usually a retailer), buys from a

manufacturer in bulk and puts its own name on the product. This strategy is only practical when the

retailer does very high levels of volume. The advantages to the retailer are:

more freedom and flexibility in pricing

more control over product attributes and quality

higher margins (or lower selling price)

eliminates much of the manufacturer's promotional costs

The advantages to the manufacturer are:

reduced promotional costs

stability of sales volume (at least while the contract is operative)

http://en.wikipedia.org/wiki/Private_brand

The concept of private brands has been around for many decades. As early as the middle of the 19th century, there is evidence of the first major department stores contracting with suppliers to private label some of the goods that were sold on store shelves. The trend has continued on to this day, with some of the most well-known retailing entities sometimes attracting customers based on the quality of their house or store brands as well as their selection of national brands.

Retailers who market private brands benefit from the activity in several ways. First, there is no need to establish manufacturing facilities in order to produce the goods or services offered. The retailer does not have to hire additional employees, deal with the acquisition of raw materials, or arrange for storage space for finished goods until they are sold to a customer. Because someone else is dealing with details of that type, the overhead for the retailer is significantly less than if the business attempted to produce the goods on its own.

Another advantage to the use of private brands is that the retailer does not have to sink a great deal of time and money into the research and development of new product lines. The manufacturers who produce the goods and arrange for the private labeling engage in that type of activity, then offer the retailer the opportunity to private brand any new products or services the supplier decides to market. Often, the retailer is made privy to the results of field testing and the identification of the niche market where the good or service is likely to generate interest, and can determine if they wish to go after that particular market sector.

For the manufacturer, private brands also provide another outlet for distributing their products or services. By producing the same goods as for their national brand distribution and labeling them with private brands for various clients, the volume of production is often higher than it would be otherwise. This translates into more net profit for the manufacturer in the long run, helping the business to remain stable even in tough economic times.

While many people automatically think of supermarket products when they hear of private branding, the fact is that many different industries routinely use private brands. Resellers of electronic equipment,telecommunication services, pharmaceuticals, and even garments often contract to sell name brand products under their own private brand name.

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big Bazaar to source its in-store apparel brands from Arvindhttp://www.thehindubusinessline.com/2004/03/27/stories/2004032701820600.htm

Purvita Chatterjee

Mumbai , March 26

APART from Big Bazaar retailing Arvind Brands' Ruf & Tuf jeans, the discount retail chain is planning to source apparel from Arvind for its about to be launched in-store labels. Speaking to Business Line, Mr Kishore Biyani, Managing Director, Pantaloon Retail, said, "We are planning to launch about eight in-store brands and intend sourcing some of these products from Arvind."

Some of the in-store brands would include names such as Knighthood (for shirts), AFL (for all technology-driven apparel such as `wrinkle-free'), Shyla (for womanswear), Pink & Blue (for children's apparel), DJ&C (for denim wear), Shatranj (for ethnic apparel), Priviledge Club and Studio NYX (for evening wear).

"Its going to be a two-way arrangement. While we will retail the Ruf & Tuf brand for Arvind, the latter will supply us with some of the products for our in-store brands," says Mr Biyani.

For instance, the Knighthood brand of shirts will be sourced from Arvind brands.

Considering Big Bazaar intends launching its denim brand in future under the DJ& C brand, its pricing and range is to be kept different from the Ruf & Tuf offerings. Adds Mr Biyani, "We will make sure that there is a different pricing policy adopted for our in-store denim brand so that it does not clash with Ruf & Tuf."

In spite of speculation regarding in-store brands being favoured over the private labels by retailers, Mr Darshan Mehta, President, Arvind Brands, says, "It is possible for private labels and in-store brands to co-exist."

Arvind, however, does not intend retailing more of its brands through Big Bazaar. In spite of having brands such as Newport in the value for money segment, there are no plans to introduce more brands through the discount chain.

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Pantaloon Retail Announces Launch of Big Bazaar in Ahmednagar | INRnewsAhmednagar, December 21, 2007: Pantaloon Retail (India) Limited, part of the Future Group, today announced the launch of its flagship hypermarket format - Big Bazaar – in Ahmednagar.

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With today’s launch, the company has further enhanced its reach to the masses in Maharashtra, with Ahmednagar Big Bazaar being the 18th store in the State, while overall tally goes upto 76 Big Bazaar stores in the country.As part of the launch offer, customers shopping for a minimum of Rs 499/- on a single bill will get sugar on a discount prize of Rs 4.99/- per Kg (maximum 5 kg). The offer will be valid till December 31st 2007.Big Bazaar, which displays around 1.6 lakh products under various categories, is widely known for its unbelievable pricing and unmatched offers throughout the year and is a source for mega cost savings for every home. Spread over an area of around 31,000 sq.ft, Big Bazaar located at Sarda Tower, Sarda Mill Compound, Savedi Road is Ahmednagar’s first biggest hypermarket store which will cater to every single household needs for the citizens, under one roof.Trusted by millions of family across the country, Big Bazaar will bring value to customers shopping, with its unmatched offers, discounts and unbelievable round the year promotions on all categories be it personal care products, garments, footwear, toys, home décor, home utilities, kitchen utilities, packed food, pulses, fruits or vegetables, groceries and many more.The Ahmednagar Big Bazaar will also house Navaras – a national brand known for fine 22 carat pure gold and diamond jewellery. Navaras offers a wide range of designs in gold and diamond jewellery other than providing nine unique benefits like BIS Hallmarked jewellery, free cleaning and polishing, insurance cover against theft & burglary, transparent making charges, zero percent weight loss, buyback, karatmeter check etc.Says Mr. Sharad Venkata, Business Manager, West Zone, Big Bazaar, "Big Bazaar will bring convenience plus rich shopping experience to the people of Ahmednagar. We are a consumer-driven company and this is evident in every aspect of Big Bazaar. We ensure that all our Big Bazaar stores will fulfill the needs of the entire household under one roof.“Big Bazaar maintains stringent procurement norms and quality control measures to ensure quality products sold at every Big Bazaar stores. We are confident of our offerings both in quality and competitive pricing, which has earned us the trust of millions of family across the country, added Mr. Vankata.”

The Ahmednagar Big Bazaar will also have following section devoted to specific product categories:Food Bazaar: All food items, pulses, grains, fruits, vegetables, utensils, ready-to-eat food.M-Bazaar: A mobile shop offering latest and affordable handsets.Star & Sitara : Beauty products for men and woman.Depot : Book shop offering novels, cassettes & CDs, stationeries, books.Navaras : A fine 22 carat pure gold & diamond jewellery brand shop.Furniture Bazaar: Offers an entire range of Home Furniture at affordable pricing.Electronic Bazaar : Offers the best deals in branded electronic goods & appliances.Apparel : For Ladies, Mens, Kids for all season. Western, ethnic, casuals & formals.Appliances: All Kitchen Appliances like Mixer Grander, Toster, Microwave, Juicer etcGM-Home: Entire range of kitchen need, Utensils, Plasticswear, Home-linen.GM-Fashion: Accessories, Luggage, Gift items and many more…About Pantaloon Retail (India) LimitedPantaloon Retail (India) Limited is a leading retailer with a turnover of over Rs. 3550 crore for the financial year 2006-07. Headquartered in Mumbai, the company operates through primarily the ‘Lifestyle’ and ‘Value’ formats through multiple delivery mechanisms and lines of business - some of them being, fashion, food, general merchandise, home, leisure and entertainment, financial services, communications and wellness. The company has stores in 45 cities across the country, constituting over 6 million square feet of retail space. The company caters to the ‘Lifestyle’ segment through its 35 Pantaloons Stores and 5 Central Malls, as well as its other concepts. In ‘Value’ retailing it is present through 76 Big Bazaar hypermarkets, 110 Food Bazaars and other delivery formats.

Corporate News

Big Bazaar to move into grocery stores segmentPantaloon to open 1,000 outlets in three years; supermarkets,catalogue stores planned to cash in on popular brand

Rasul Bailay

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New Delhi: India’s biggest publicly traded retailer, Pantaloon Retail (India) Ltd, plans to open up to 1,000 grocery stores under its Big Bazaar brand in the next three years.

It also plans to launch catalogue stores and supermarkets in an initiative to cash in on its popular flagship brand.

Pantaloon prototype: If its Big Bazaar Best Deals store in Kandivali, Mumbai—that stocks items of daily use —is successful, the company plans to open such stores nationwide. (Photo: Ashesh Shah/Mint)

Pantaloon is testing a prototype of a convenience store called Big Bazaar Best Deals in Mumbai’s Kandivali suburb. If the pilot programme succeeds, it plans to open such stores nationwide, managing director Big Bazaar said. “That is a concept we are working on.”

Another Pantaloon official, who declined to be named, said the company opened the store last month and will test it for three months. “If the prototype is successful, we will go ahead and open such stores in other catchments.”

The company is still not sure whether it will name the grocery shops Big Bazaar Best Deals when it goes for an actual roll-out, this person said. He added that the retailer plans to open 150-200 such stores, each covering an area of 2,000 sq. ft, in the next 18 months.

“It is better late than never that people have realized that this (smaller format) is the best suited form of retail in India,” says R. Subramanian, managing director of Subhiksha Trading Services Ltd, which operates India’s largest chain of convenience stores. It, too, is aggressively ramping up the number of shops.

A host of Indian retailers, including Reliance Retail Ltd, Bharti Retail Ltd, Aditya Birla Retail Ltd and HyperCity Retail (India) Pvt. Ltd, are fighting a fierce battle in the grocery store space, with plans to open thousands of such shops. The retailers are focusing on smaller stores in a bid to gain scale, and overcome high rentals by getting reasonably priced real estate in residential locations.

Subramanian is unfazed by the increasing competition in its bread-and-butter smaller format stores. “Imitation is the best form of flattery, as everybody wants to be like us.”

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Pantaloon made a late entry into the smaller format last year with a neighbourhood discount chain called KB’s Fair Price store. Currently it has more than 100 such shops and plans to open another 1,400 in the next three years.

It also plans to roll out supermarket outlets called Big Bazaar Express in two-three months that would each have a floor area of 15,000-20,000 sq. ft, according to the official who did not wish to be named. This compares with the 50,000 sq. ft Big Bazaar hypermarkets and 200,000 sq. ft Big Bazaar Supercentre.

Pantaloon plans to open about 100 Big Bazaar Express supermarkets in the next two years and the roll-out will start either in the National Capital Region—which comprises New Delhi and its satellite cities—or Chennai. The official declined to share investment figures for expanding Big Bazaar into smaller formats.

Pantaloon is also planning catalogue stores, to be called Big Bazaar Unlimited, in association with its electronic commerce unit, FutureBazaar India Ltd, and take this format to small towns. These small shops would display catalogues from which customers can order merchandise to be delivered at home.

It is also going ahead with its aggressive strategy for the hypermarket format. Currently, it operates 91 Big Bazaar hypermarkets and plans to double that number in the next one year.

“Big Bazaar is a much bigger brand than what we physically are on the floor,” said the official. “We are looking at different formats to see how we can make the bran stronger.”

Big Bazaar is the biggest revenue and profit generator for Pantaloon. The company announced revenues of Rs3,236 crore for the fiscal year ended June 2007 with a net profit of Rs120 crore. Pantaloon begins its fiscal year in July.

Edelweiss Securities Ltd expects Pantaloon’s revenue to jump to Rs5,755 crore in the fiscal year to June this year. The Mumbai-based brokerage firm expects Pantaloon to achieve a significant jump in its profit as well.

The company is expected to announce its annual results in September.

Pantaloon expects Big Bazaar and its existing Food Bazaar supermarkets chain to clock $1 billion (Rs4,250 crore) of revenue for the fiscal year that just ended. It projects the revenue to go up to $1.5 billion next year and to almost $4 billion in four years if the division maintains its current growth pace, Biyani had said earlier this year.

The company is also planning to spin off Big Bazaar and take it public.

“It’s a good strategy. If you were to spin off that brand which is across multiple formats, it would be valued higher. Therefore, you can unlock greater value throughout the group,” said Jayant Kochar, managing director of retail consultancy firm Go Fish Retail Solutions.

Priya Ayyar, an analyst who tracks Pantaloon at Edelweiss, said Big Bazaar has already reached a “critical mass” and the listing is about time. Branching into smaller format is the right thing to do, she added. Smaller formats are “the best place to cater to your everyday needs, while Big Bazaar hypermarket is for your weekly purchases”, Ayyar said. “Also, its quicker to roll out as you don’t have to wait for a mall to be built.”

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the economics times

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Future Group may hive off Big Bazaar: Biyani20 Sep 2009, 2128 hrs IST, PTIEW DELHI: Future Group chief Kishore Biyani is looking to hive off hypermarket chain Big Bazaar and list it to

unlock value as part of ambitiousrestructuring and growth plans to become a Rs 25,000-crore group in four years.

Future Group is looking at adding 18 million sq.ft. of retail space across various formats by 2013-14 and is looking at various options to raise money for expansion -- listing of the value retail chain Big Bazaar being one of them.

"There are opportunities which we are looking at, including whether one should knock-off Big Bazaar into a separate company and probably look at listing or a follow up offer on that," Future Group Chief Executive Officer Kishore Biyani told PTI.

"There are possibilities (on hiving off Big Bazaar) but nothing is on the cards at this moment. It depends on the fund raising exercise," he added.

The possibility of hiving-off Big Bazaar assumes importance at a time when Future Group is aiming to become a Rs 25,000 conglomerate in 3-4 years, with a total retail space of 30 million square feet.

The group has currently a turnover of Rs 10,000 crore and Biyani had earlier this week said it is looking to grow by two and half times

the hindu

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Big Bazaar second anniversary bonanza

Staff Reporter

VIJAYAWADA: Big Bazaar, one of the largest hypermarket chain and a part of the Future Group, is celebrating the 2nd anniversary of its city store by offering attractive packages on items of all categories from Saturday to November 15.

Arcot Sravankumar, head of AP operations, said the city store had been a huge success in the past two years and that the very good public patronage was evident from the jam-packed floors of the store on Saturdays and Sundays. He announced a bonanza of great offers, assured gifts and exciting prizes for the visitors during the anniversary celebrations. Mr. Sravan told reporters on Friday that in view of the tremendous reception from the city people, they made the second anniversary a nine-day-long bonanza. During these days, all those who shop for Rs. 499 and above will have a chance to participate in a lucky draw. Store manager Ravi Kumar and assistant manager Bhanu Prakash said there would be early bird customers’ gifts for the first 200 visitors.

Big Bazaar: Private label push

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Byravee Iyer / Mumbai December 1, 2009, 20:00 IST

Big Bazaar, the hypermarket of Pantaloon Retail, has come out with a breakfast cereal range under its private label, Tasty Treat. Big Bazaar already sells noodles, pasta, vermicelli, soups, namkeens, chips, toast, khari, papads, jams, pickles, carbonated drinks, ketchup and fruit beverages under the brand. It has now added breakfast cereals to the range.

Also Read

- Analysts' corner

- Pantaloon Retail to raise Rs 500 cr via QIP

- Pantaloon QIP to start today

- Pantaloon: A new format

- Experts stress on tapping retail sector

- Future group draws out expansion plans

The breakfast cereals will be available in three variants — plain cornflakes, chocolate-flavoured Choco Gols and honey-flavoured Honey Circles. There are two reasons for launching the product, says Pantaloon Retail’s head of private brands, Devendra Chawla. “One is that private brands give us far higher margins, and the second is that cornflakes as a category is under-penetrated and has a lot of scope to grow.”

The market for breakfast cereals is still small. While the packaged food market is valued at Rs 33,234 crore, the organised breakfast cereal market is just Rs 250 crore — less than one per cent. But the market is growing fast, given the growing health consciousness in the country, especially the urban middle class. Kelloggs monopolises the market for breakfast cereals with its range of flakes. Some other multinational players have also shown keen interest in this market. PepsiCo has already entered with its bestseller brand, Quaker Oates. Heinz India, which has a hugely strong bond with households because of its Complan health drinks, too has joined the bandwagon.

In spite of the presence of a large number of players in the branded packaged food segment, Tasty Treat is growing at about 70 per cent. This perhaps has given Big Bazaar the confidence to try its luck in breakfast cereals as well.

In a recent development, Pantaloon Retail, promoted by Kishore Biyani, has boycotted Kelloggs at all its retail formats for turning down its demand for higher margins. Not surprisingly, Big Bazaar is pushing its own brand of cornflakes now. This is not the first time Big Bazaar is doing this. A while back Cadburys and PepsiCo owned snack food brand Frito Lay had to bear the brunt.

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As an introductory offer, the cornflakes brand will be priced at Rs 99 along with a free bowl worth Rs 60.

According to Chawla, the brand will provide 10 to 15 per cent value when compared to rivals. “We have the option of pricing it lower as we don’t have to pay intermediaries and can pass on that advantage to consumers,” says Chawla.


Title:

Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan

Author(s):

Julian Ming-Sung Cheng, Lily Shui-Lien Chen, Julia Ying-Chao Lin, Edward Shih-Tse Wang

Journal:

Journal of Product & Brand Management

Year:

2007

Volume:

16

Issue:

6

Page:

368 - 376

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ISSN:

1061-0421

DOI:

10.1108/10610420710823735

Publisher:

Emerald Group Publishing Limited

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Abstract:

Purpose – This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.

Design/methodology/approach – Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.

Findings – The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product

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categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.

2

Article Information:

Title:

The effect of perceived product characteristics on private brand purchases

Author(s):

Kyoung-Nan Kwon, Mi-Hee Lee, Yoo Jin Kwon

Journal:

Journal of Consumer Marketing

Year:

2008

Volume:

25

Issue:

2

Page:

105 - 114

ISSN:

0736-3761




DOI:

10.1108/07363760810858846

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Abstract:

Purpose – The purpose of this paper is to investigate the effects of perceived product characteristics (i.e. involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.

Design/methodology/approach – A college student sample was surveyed to measure product characteristic perceptions for six product categories and to evaluate private brand purchase intent. Analysis of covariance was conducted for hypothesis testing.

Findings – Support existed for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating effect by value consciousness on the product type (search versus experience) emerged.

Practical implications – It is critical that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies should be designed to reduce the level of product involvement and switching cost, and to increase consumer perception of search properties.

Originality/value – The research is one of the few studies to test the effects of product characteristics extensively and to provide related marketing implications.

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Title:

The effect of personal involvement on the decision to buy store brands

Author(s):

Salvador Miquel, Eva M. Caplliure, Joaquin Aldas-Manzano

Journal:


Year:

2002

Volume:

11

Issue:

1

Page:

6 - 18

ISSN:

1061-0421

DOI:







10.1108/10610420210419513

Publisher:

MCB UP Ltd

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Abstract:

Store brands are appearing in an ever-increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The model provided allows us to explain why the same consumer may choose a store brand in one product category and not in another. We have taken personal product involvement as the principal point of reference.

4





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Title:

Manufacturer's characteristics that determine the choice of producing store brands

Author(s):

Monica Gomez, Natalia Rubio Benito

Journal:

European Journal of Marketing

Year:

2008

Volume:

42

Issue:

1/2

Page:

154 - 177

ISSN:

0309-0566

DOI:

10.1108/03090560810840952

Publisher:


http://www.emeraldinsight.com/0309-0566/42/1/2



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Abstract:

Purpose – The purpose of this paper is to study the rationale for the production of store brands and the possible existence of different store brand manufacturer segments according to their competitive position, size, advertising investment, sector concentration and type of product.

Design/methodology/approach – The method to obtain information is a survey developed in Spain and answered by manufacturers of consumer packaged goods. The methods applied are descriptive (Crosstabs and Anova) and multivariate techniques (correspondence analysis, chi-square automatic interaction detector (CHAID), and cluster).

Findings – The article provides empirical evidence in favour of the rationale for the production of store brands by non-leading medium to small-sized firms and against this practice by leading manufacturers. It also shows the existence of different manufacturer segments.

Research limitations/implications – The main disadvantages of this research are based on their exploratory nature and on the method to obtain information (postal survey): self-selection, small sample size and measuring of the variables (perceptual bias). Additionally, the goodness of fit of the CHAID applications is not very high.

Practical implications – The insights presented here can be used by manufacturers from other countries with a less developed store brands market, such as Eastern European or Latin American. Leading manufacturers or mid-size manufacturers with high advertising investment can still compete head to head with store brands. The other manufacturers must adapt their strategies to collaborate with retailers in order to produce store brands.

Originality/value – There are no previous studies that empirically assess the rationale for the production of store brands. Moreover, no empirical research has

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focused on the manufacturers' group identification regarding their decision to produce store brands. This study determines the most significant variables in the identification of manufacturer groups.

4



Title:

Perceptual categorization of private labels and national brands

Author(s):

Magda Nenycz-Thiel, Jenni Romaniuk

Journal:


Year:

2009

Volume:

18

Issue:

4

Page:

251 - 261

ISSN:

1061-0421

DOI:







10.1108/10610420910972774

Publisher:


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Abstract:

Purpose – This paper seeks to compare how brand users and non-brand users currently position private labels and national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private labels and national brands through the outcomes.

Design/methodology/approach – Data were collected in a telephone survey of 600 randomly recruited primary shoppers. Binary logistic regression was used to examine the informational cues consumers use to categorize private labels and national brands. The memory structures of users and non-users of private labels were then separately modelled.

Findings – Results suggest that the perceptual categorization into private label brands and national brands differs once private labels have been purchased. Users of private label brands did not see them as being any less trustworthy than national brands. However, non-users of private labels did use trust to discriminate between the two types of brands, and tended to use negative attribute information to categorize the brands into groups. Regardless of experience, however, private labels form a subgroup in consumers' memory, with low price and low quality as the main drivers of this categorization.

Originality/value – This paper extends past studies by measuring the perceptions of private labels as individual brands within a market, which more closely represents actual consumer memory structures. It also uses both positive and negative product attributes, which has not featured in prior work on private labels perceptions. The

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findings have implications for retailers looking to launch and manage private labels and manufacturers who need to compete with them.

6


Title:

Consumer perceptions of own brands: international differences

Author(s):

John R. Anchor, Terezie Kour?ilova

Journal:


Year:

2009

Volume:

26

Issue:

6

Page:

437 - 449

ISSN:

0736-3761

DOI:

10.1108/07363760910988256







Publisher:


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Abstract:

Purpose – The purpose of this paper is to show how relatively little is known about the consumer perceptions of own brands in the newly emerging markets of central and eastern Europe. The paper attempts to fill a gap in knowledge by investigating various aspects of consumer perceptions of Tesco own brands in the Czech Republic.

Design/methodology/approach – The key data for this research were collected by structured questionnaires from Tesco supermarket customers in the Czech Republic and the UK. Non-probability quota sampling was used and the sample was stratified according to gender, age and income.

Findings – The results of the research indicate that the general view of Tesco own brands is slightly less positive among Czech than among British customers. However, significant differences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favourability with which own brands are viewed in the Czech Republic – the opposite to the position in the UK. The age of consumers was also found to be significant, although there is no linear trend. No strong correlation was found to exist between gender and any of the characteristics under investigation.

Research limitations/implications – The sample was limited in size (n=100 in each country). In-depth interviewing would be necessary to assess consumer attitudes further.

Practical implications – The results of the research may help Tesco in relation to its general expansion in central and eastern Europe and its brand building in

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particular.

Originality/value – The originality of the paper relates to its study of consumer behaviour in one of the emerging markets of central and eastern Europe.

7



Title:

Consumer perceptions of store brands versus national brands

Author(s):

Kristof De Wulf, Gaby Odekerken-Schroder, Frank Goedertier, Gino Van Ossel

Journal:


Year:

2005

Volume:

22

Issue:

4

Page:

223 - 232

ISSN:

0736-3761







DOI:

10.1108/07363760510605335

Publisher:


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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.

8

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Title:

The role of private branding in improving service quality

Author(s):

Ram Herstein, Eyal Gamliel

Journal:

Managing Service Quality

Year:

2006

Volume:

16

Issue:

3

Page:

306 - 319

ISSN:

0960-4529

DOI:

10.1108/09604520610663516

Publisher:








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Abstract:

Purpose – The purpose of this research is to examine the potential contribution of private branding to the service sector, and to integrate private branding into the SERVQUAL model.

Design/methodology/approach – A total of 300 customers of a health maintenance organization (HMO) were asked about the five dimensions of the service-quality model and about several aspects of their HMO's private brand.

Findings – The study finds that satisfaction with service quality among subjects who were aware of the HMO's private brand was higher than that of unaware subjects when asked directly. In addition, a positive relationship was found between the perceptions of service quality in the HMO and the evaluation of a private brand in the HMO those customers who were aware of the private brand. The data analysis suggests that private branding constitutes an additional (sixth) dimension in the SERVQUAL model.

Research limitations/implications – This research was conducted during the initial stages of the market penetration of the HMO's private brand.

Practical implications – HMOs, and other service providers, should consider private branding as a pivotal strategy in reinforcing service quality.

Originality/value – This research is of importance for service providers because it identifies private branding strategy as having significant marketing potential for improving service quality.

9

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Title:

Co-branding: brand equity and trial effects

Author(s):

Judith H. Washburn, Brian D. Till, Randi Priluck

Journal:


Year:

2000

Volume:

17

Issue:

7

Page:

591 - 604

ISSN:

0736-3761

DOI:

10.1108/07363760010357796

Publisher:







MCB UP Ltd

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Abstract:

Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

10



Title:

Customers' willingness to purchase new store brands




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Author(s):

Stephan Zielke, Thomas Dobbelstein

Journal:


Year:

2007

Volume:

16

Issue:

2

Page:

112 - 121

ISSN:

1061-0421

DOI:

10.1108/10610420710739982

Publisher:


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Abstract:

Purpose – The purpose of this paper is to identify factors influencing customers' willingness to purchase new store brands.

Design/methodology/approach – The paper develops a 3×3 design to investigate the impact of price and quality positioning on the willingness to purchase new store brands in five product groups. A total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy. Data are analyzed with analysis of variance and partial least squares.

Findings – The paper finds that customers' willingness to buy new store brands differs between different product groups. It is lowest for product groups associated with high social risk. Accordingly, premium store brands are preferred for these categories. The influence of price is small and nonlinear. Furthermore, the attitude towards a specific store brand has a large impact on customers' willingness to purchase, while the attitude toward store brands in general is less important. The drivers influencing customers' attitude towards specific store brands depend on the respective product group.

Practical implications – The results indicate that price is not the only factor influencing customers' willingness to buy new store brands. Therefore, the results encourage retailers to position store brands also in premium segments, especially for product groups where social acceptance is important.

Originality/value – This paper differs from other papers in the literature in that it analyses factors influencing the success of new store brands. Furthermore, it analyzes many different potential influencing factors, namely product group, price and quality positioning, store brand perceptions, attitudes and aspects of purchasing behavior.

11


Title:




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Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status

Author(s):

Aron O'Cass, Eric Choy

Journal:


Year:

2008

Volume:

17

Issue:

5

Page:

341 - 352

ISSN:

1061-0421

DOI:

10.1108/10610420810896095

Publisher:


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Abstract:

Purpose – The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand.

Design/methodology/approach – A self-completion questionnaire survey was administered in China to university students aged between 18 and 25.

Findings – A consumer's level of involvement was found to have positive effect on brand related responses such as perception of brand status and brand attitude. Further brand status and brand attitude were found to have positive impacts on consumer's willingness to pay a premium for a specific brand.

Research limitations/implications – First, based on the student sample used for study it may not be possible to generalize the effects found to non-students. Second, the findings from this study focusing on fashion clothing brands are perhaps limited in their generalisability to other product categories.

Practical implications – An important finding that is beneficial to marketing practitioners in China, especially for those in the fashion industry, is the findings that maintaining the status of a brand would be more effective with highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives are therefore essential for enabling brands to command higher prices.

Originality/value – This paper expands understanding of consumer behaviour related to Chinese generation Y consumer behaviour, fashion clothing involvement and status branding.

12





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ation:

Title:

Consumer perceptions of store brands versus national brands

Author(s):

Kristof De Wulf, Gaby Odekerken-Schroder, Frank Goedertier, Gino Van Ossel

Journal:


Year:

2005

Volume:

22

Issue:

4

Page:

223 - 232

ISSN:

0736-3761

DOI:

10.1108/07363760510605335

Publisher:


Document Access:

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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.

13


Title:

Perceptual categorization of private labels and national brands

Author(s):




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Magda Nenycz-Thiel, Jenni Romaniuk

Journal:


Year:

2009

Volume:

18

Issue:

4

Page:

251 - 261

ISSN:

1061-0421

DOI:

10.1108/10610420910972774

Publisher:


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Abstract:

Purpose – This paper seeks to compare how brand users and non-brand users currently position private labels and national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private labels and national brands through the outcomes.

Design/methodology/approach – Data were collected in a telephone survey of 600 randomly recruited primary shoppers. Binary logistic regression was used to examine the informational cues consumers use to categorize private labels and national brands. The memory structures of users and non-users of private labels were then separately modelled.

Findings – Results suggest that the perceptual categorization into private label brands and national brands differs once private labels have been purchased. Users of private label brands did not see them as being any less trustworthy than national brands. However, non-users of private labels did use trust to discriminate between the two types of brands, and tended to use negative attribute information to categorize the brands into groups. Regardless of experience, however, private labels form a subgroup in consumers' memory, with low price and low quality as the main drivers of this categorization.

Originality/value – This paper extends past studies by measuring the perceptions of private labels as individual brands within a market, which more closely represents actual consumer memory structures. It also uses both positive and negative product attributes, which has not featured in prior work on private labels perceptions. The findings have implications for retailers looking to launch and manage private labels and manufacturers who need to compete with them.

14


rticle Information:

Title:




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Consequences of competition between national brands and private labels: Empirical results from different German outlet formats

Author(s):

Rainer Olbrich, Gundula Grewe

Journal:

International Journal of Retail & Distribution Management

Year:

2009

Volume:

37

Issue:

11

Page:

933 - 951

ISSN:

0959-0552

DOI:

10.1108/09590550910999361

Publisher:


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Abstract:

Purpose – A proliferation of private labels in European food retailing has been evident for several years now. Against this background, the purpose of this paper is to analyse the impact of competition between national brands and private labels on product variety, prices and turnover.

Design/methodology/approach – Within the empirical study, a product group from the ready-meals category is analysed over a total period of six years (between 2000 and 2005) based on scanner data from different German outlet formats. The empirical study contains time series as well as regression analyses.

Findings – The empirical results indicate that, in all studied outlet formats, there is evidence of decreasing product variety and increasing prices over time. Moreover, the results show that the turnover in the supermarkets and especially in the hypermarkets is in decline. A positive turnover trend can only be found in the discount stores.

Originality/value – This empirical study is the first that covers such a long period of time (six years) and several outlet formats. Previous studies have mostly been static or short-term and predominantly only covered one outlet format.

15



Title:

Examination of brand personality and brand attitude within the apparel product category




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Author(s):

Hye-Shin Kim

Journal:

Journal of Fashion Marketing and Management

Year:

2000

Volume:

4

Issue:

3

Page:

243 - 252

ISSN:

1361-2026

DOI:

10.1108/eb022593

Publisher:

MCB UP Ltd

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Abstract:

Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.

17



Title:

Exploring the relationships between retail brands and consumer store loyalty

Author(s):

Anne-Sophie Binninger

Journal:


Year:

2008

Volume:





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36

`````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````` Issue:

2

Page:

94 - 110

ISSN:

0959-0552

DOI:

10.1108/09590550810853057`````

Publisher:


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Abstract:

Purpose – Retail brands (RBs) have become a strategic feature of the grocery industry. Their role in building consumer loyalty is usually taken for granted and yet

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has not been completely identified. The purpose of this paper is to raise the question of the relationship between RBs and store loyalty.

Design/methodology/approach – Correlations, simple and multiple regressions were carried out, and the mediating and moderating nature of two variables was verified according to Baron and Kenny's recommendations.

Findings – The results show that the increase in RB satisfaction and loyalty influences store loyalty, and that attitude toward RB products has a moderating effect on the relat

18



Title:

The impact of brand trust and satisfaction on retailer repurchase intentions

Author(s):

James J. Zboja, Clay M. Voorhees

Journal:

Journal of Services Marketing

Year:

2006

Volume:

20

Issue:

6

Page:

381 - 390







ISSN:

0887-6045

DOI:

10.1108/08876040610691275

Publisher:


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Abstract:

Purpose – The purpose of this paper is to demonstrate spill-over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions.

Design/methodology/approach – A conceptual model is developed and tested using structural equation modeling. Specifically, recent procedures for assessing direct and mediated effects are adoped.

Findings – The findings demonstrate that customer trust in and satisfaction with a retailer mediate the effects of brand trust and satisfaction on customer repurchase intentions.

Research limitations/implications – This research provides a preliminary examination of the relationship between brands, retailers, and consumers. The results suggest that halo effects exist between customer perceptions of brands and

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retailers. Future research could attempt to discern how this transference from brand to retailer occurs and replicate these findings in other industries or product types.

Practical implications – The findings suggest that managers must realize that perceptions of brands are transferred to the retailers that carry these products. However, in order for customers to return, a retailer must satisfy them and earn their trust, since the effects of brands are indirect.

Originality/value – This paper extends findings of transference in retail service settings by demonstrating that customer evaluations of brands can spill over and influence customer perceptions of a retailer.

19


Title:

Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context

Author(s):

Byoungho Jin, Yong Gu Suh

Journal:


Year:

2005

Volume:

22

Issue:

2

Page:

62 - 71

ISSN:




0736-3761

DOI:

10.1108/07363760510589226

Publisher:


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Abstract:

Purpose – Despite proven strategic significance and wide acceptance of private label products (PB), our understanding of PB in international markets is limited. The purposes of this study are to propose a model that integrates four consumer characteristic variables (price consciousness, value consciousness, perceived price variation, and consumer innovativeness) toward PB attitude and purchase intention, and to test the model in two product categories, grocery and home appliances, in a South Korean discount store context.

Design/methodology/approach – A total of 168 usable data (87 for food and 81 for home appliances were collected using mall intercept method from female shoppers at one Korean discount store in Seoul, Korea.

Findings – The findings revealed that, depending on the product category, contribution of the factors varies. Among four consumer characteristics, only three in each category exhibited direct and indirect association with PB purchase intention. Perceived quality variability in a food category and price consciousness in a home appliance category did not show any relationship with PB purchase intention nor with

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PB attitude. In both product categories, only two variables, value consciousness and consumer innovativeness, predicted PB attitude. Overall, consumer innovativeness was the strongest factor predicting Korean shoppers’ PB attitude.

Originality/value – Important theoretical contributions of this study are finding the relative importance of the variables on PB attitude and purchase intention, and differing roles of consumer variables by product characteristics. Further significance of this study lies in understanding the differing impact of consumer perceptual variables in predicting PB attitude and purchase intention simultaneously. Managerial implications of these results were discussed.

20



Title:

Consumer perceptions of brand architecture in financial services

Author(s):

James F. Devlin, Sally McKechnie

Journal:


Year:

2008

Volume:

42

Issue:

5/6

Page:







654 - 666

ISSN:

0309-0566

DOI:

10.1108/03090560810862561

Publisher:


Acknowledgements:

This research was funded by the Financial Services Research Forum.

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Abstract:

Purpose – “Brand architecture” is an organisation's approach to the design and management of its brand portfolio. Previous research, focused on the views of practitioners, identified a “multi-corporate” approach in financial services, where a “family of main brands” was incorporated into an organisation's brand portfolio, often in the form of brands traditionally associated with separate companies. The current

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study seeks to provide contrasting insights from consumer data and to highlight the conceptual and practical implications of the findings.

Design/methodology/approach – A qualitative methodology was adopted for the study incorporating six focus groups containing an average of nine participants.

Findings – The findings from the current study offer empirical support for the conceptualisation of the corporate brand playing a predominant role in services markets. In doing so, the findings also suggest that the alternative conceptualization of a “multi-corporate” approach advocated by practitioners and identified previously is not validated by consumer-based research.

Research limitations/implications – The context of the study reported may be limited by its restriction to a single category, financial services.

Practical implications – Practitioners' rationales for maintaining multiple brands are, in the main, undermined by the views of consumers. Organisations should consider rationalising their brand architecture in order to benefit from significant cost savings.

Originality/value – The consumer perspective on brand architecture is significantly under-researched and as a result this paper provides valuable insights, and a significant contribution to existing literature.

21

http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=7325C7F8BBD163AB2F0DE0FA93BBE09E?contentType=Article&contentId=1626314Article Information:

Title:

Corporate social responsibility and the positioning of grocery brands: An exploratory study of retailer and manufacturer brands at point of purchase

Author(s):

Johan Anselmsson, Ulf Johansson

Journal:


Year:

2007





Volume:

35

Issue:

10

Page:

835 - 856

ISSN:

0959-0552

DOI:

10.1108/09590550710820702

Publisher:


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Abstract:

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Purpose – This study aims to enhance the understanding of what significance consumers place on different aspects of corporate social responsibility (CSR) when evaluating and purchasing grocery brands and products.

Design/methodology/approach – The paper builds on existing literature and theories on CSR and marketing, as well as literature on consumers' perceptions of CSR related issues. The Swedish empirical study has two parts; the first explorative stage based on qualitative method and in-store face-to-face interviews through which important consumer attitude-based attributes of social responsibility are identified in a grocery context. The second quantitative part is based on questionnaires that describe the grocery brand positions and performances along these attributes.

Findings – Results point to three general attitude-based dimensions for CSR positioning and that retail brands can indeed, in relation to leading national brands, build a CSR image. Further, this image is shown to have an impact on consumers' intention to buy. This is also the case for “me-too” retail brands. The CSR dimension of greatest impact on overall CSR image is product responsibility, whereas human responsibility influences the customer purchase intentions the most. Environmental responsibility, perhaps the most commonly used CSR dimension, is in this study recognised to exert least impact on both overall CSR image and on purchase intentions.

Research limitations/implications – This study is limited to a Swedish context and to one specific purchase situation. Future studies could involve validation of factor structure, relationship between CSR and preference, and ability to positioning in another market, perhaps in more mature markets in terms of well-developed structures of CSR and health/organic organic products (e.g. the UK). A postal survey would allow the use of longer and evaluated measurement scales previously used in organic food research.

Originality/value – This study substantiates that retailer brands can indeed be distinctly positioned according to aspects other than price, e.g. as here exemplified, the concept of CSR. This relationship has hitherto not been identified outside the UK. The finding that CSR is less clearly connected to the expected dimension of environmental responsibility entails new added knowledge to this research field. The analysis has, moreover, resulted in more a simplified description of the basic dimensions of CSR containing three instead of, as often in the literature, six dimensions.

22


Title:

Building online brands through brand alliances in internet




Author(s):

Elena Delgado-Ballester, Miguel Hernandez-Espallardo

Journal:


Year:

2008

Volume:

42

Issue:

9/10

Page:

954 - 976

ISSN:

0309-0566

DOI:

10.1108/03090560810891091

Publisher:


Acknowledgements:

This research was funded by a grant SEJ2005-09358 from the Spanish Ministry of Science and Technology and FEDER.




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Abstract:

Purpose – The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions.

Design/methodology/approach – A sample of 367 subjects participated in an online experiment of buying a travel package from an unknown travel agency which is allied with other known and well-reputed brands. The information provided by the participants in different online designs of brand alliances was used to test the theoretical model proposed in the paper. This model was tested and compared with other alternative models using conventional maximum likelihood estimation techniques.

Findings – The results show that attitude toward brand alliance represents a strategic marketing opportunity to help an unknown online brand to leverage a favourable first impression from consumers in terms of brand trust and attitude toward the brand's web site. Furthermore, online brand trust does not exert a fully-mediated role between the brand alliance's evaluation and subsequent consumers' reactions to the online brand.

Research limitations/implications – The limitations of the study are those typically applied to the experimental methodology. Specifically, a single product category was used which limits the generalizability of the results. No actual behaviour was measured but just intentions and perceptions.

Practical implications – Partnering with well-known and reputed brands improves the equity of the new online brand which, in turn, enhance consumers' disposition to engage in online transactions with the online brand.

Originality/value – Despite the popularity of brands as a symbol that can build trust

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and enhance the perception of value and quality, to date, the authors have not found research about the use of well-known and reputed brand names as a mechanism of helping new and unknown online brands to persuade consumers to engage in online transactions. The results of this paper add to the growing literature on brand alliance which has been generally focused on an off-line context.

23



Title:

Asymmetric quality-tier competition: an alternative explanation

Author(s):

K. Sivakumar

Journal:


Year:

2007

Volume:

16

Issue:

6

Page:

415 - 421

ISSN:

1061-0421







DOI:

10.1108/10610420710823771

Publisher:


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Abstract:

Purpose – This paper aims to offer an alternative explanation for asymmetric quality-tier competition.

Design/methodology/approach – A conceptual framework based on quality-price tradeoff is used in the study to derive research hypotheses and scanner panel data are used for empirical validation.

Findings – The paper finds that the concept of tradeoffs offers a simple explanation for asymmetric competition in favor of high quality brands; as the quality differential increases, asymmetry increases; as the price differential increases, the asymmetry decreases.

Practical implications – The framework and findings can inform pricing strategies for brands in different quality tiers.

Originality/value – The paper offers an alternative explanation for asymmetric competition.

24

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Title:

Packaging communication: attentional effects of product imagery

Author(s):

Robert L. Underwood, Noreen M. Klein, Raymond R. Burke

Journal:


Year:

2001

Volume:

10

Issue:

7

Page:

403 - 422

ISSN:

1061-0421

DOI:

10.1108/10610420110410531

Publisher:

MCB UP Ltd







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Abstract:

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private-label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.

25


itle:

Private label brand image: its relationship with store image and national brand

Author(s):

Archna Vahie, Audhesh Paswan

Journal:






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Year:

2006

Volume:

34

Issue:

1

Page:

67 - 84

ISSN:

0959-0552

DOI:

10.1108/09590550610642828

Publisher:


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Abstract:

Purpose – The purpose of empirical study is to focus on the relationship between perceived private label brand (PLB) image, and perceived store image (SI) and feeling associated with the presence of national brand (NB).

Design/methodology/approach – The data are collected using a self administered questionnaire from respondents belonging to generation Y in their 20s. The focal product was apparels sold at department stores.

Findings – The results indicate that the store atmosphere and store quality positively influence the perception of PLB's quality, whereas, the congruence between national brand and store image (NBSI) has a negative influence on PLB's quality. In comparison, the store quality, store convenience, store price/value, and the congruence between NB and PLB have a positive influence on the affective dimension of the PLB image, whereas, the congruence between NBSI has a negative influence.

Research limitations/implications – A key limitation of this study is the sampling frame. Future studies should replicate this study in different contexts and with different target population.

Practical implications – To boost the image of their PLBs, stores need to focus on the store quality dimension, since it affects both quality and affective dimensions of PLB. Other SI dimensions that have a significant effect on either PLB-quality or PLB-affective dimensions are store atmosphere, convenience, and price/value dimensions. Regarding the presence of NBs in a store, even if it is in congruence with the SI, it has a detrimental effect on both the quality and affective dimension of PLB, unless the PLB image and NB image are seen as congruent. Managers should ensure that the NBs carried by their store harmonize with their own PLB image.

Originality/value – This study provides answers to a crucial question – “How to improve the consumer perception of private label brand?”

26

http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=3D4D9024CC19FD3049DA204DFF3C71CF?contentType=Article&contentId=17


Title:




A comparison of brand personality and brand user-imagery congruence

Author(s):

Brian T. Parker

Journal:


Year:

2009

Volume:

26

Issue:

3

Page:

175 - 184

ISSN:

0736-3761

DOI:

10.1108/07363760910954118

Publisher:


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Abstract:

Purpose – The purpose of this paper is to compare the brand personality and brand user-imagery constructs in congruity theory to examine their relationship in the image congruence model as a basis of modeling brand attitudes for publicly and privately consumed brands.

Design/methodology/approach – A total of 272 surveys measured subjects' self-image perceptions and subjects' perceptions of brand personality and user-imagery. Congruence measures were used as indicators of the difference between respondent self-image and each brand's image, and served as independent variables in stepwise regressions with brand attitude as the dependent variable.

Findings – The results indicated that, for publicly consumed brands, user-imagery-based congruence measures contributed more often to the explanatory power of the model. For privately consumed brands, brand personality congruity produced significant regressions but did not account for a large portion of explained variance, while user-imagery only entered one private brand model.

Originality/value – Brand personality and brand user-imagery are often used interchangeably in self-congruity theory research. Although both constructs have received past research attention, no studies have compared them in the same study. The study fills the gap in the literature and enhances the usefulness of the self-brand congruity model, providing a knowledge base for determining an overall brand positioning strategy.

27



Title:




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Consumer-factors moderating private label brand success: further empirical results

Author(s):

Mark S. Glynn, Shaoshan Chen

Journal:


Year:

2009

Volume:

37

Issue:

11

Page:

896 - 914

ISSN:

0959-0552

DOI:

10.1108/09590550910999343

Publisher:


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Abstract:

Purpose – The purpose of this paper is to examine the category-level differences of both risk perception and brand loyalty effects on consumer proneness towards buying private label brands (PLBs).

Design/methodology/approach – This paper extends the work of Batra and Sinha by also examining the PLB effects of brand loyalty and price-quality by product category using a mall-intercept survey.

Findings – The results indicate that quality variability, price consciousness, price-quality association and brand loyalty influence consumer proneness to buy PLBs. In addition, income, education and household size are moderators of PLB purchasing.

Research limitations/implications – This research confirms the importance of price consciousness and quality variability on PLB purchasing. The importance of these determinants depends on both the product category and the PLB market share within the category.

Practical implications – Retailers and manufacturers need to consider the effects of PLB in relation to the product category. For retailers, the value of a PLB is less relevant in some categories but appealing to the price conscious consumer is important. Manufacturers should note in some categories that brand loyalty is important but not as much as price consciousness. Customer income is still an important determinant of PLB purchasing.

Originality/value – The paper shows that it is important to consider product category differences which make it more difficult to generalize about PLB purchasing.

28





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Title:

Cognitive dissonance: The implicit explication in low-income consumers' shopping behaviour for “low-involvement” grocery products

Author(s):

Ayantunji Gbadamosi

Journal:


Year:

2009

Volume:

37

Issue:

12

Page:

1077 - 1095

ISSN:

0959-0552

DOI:

10.1108/09590550911005038

Publisher:





Acknowledgements:

The author gratefully acknowledges the valuable comments and support of Professor Roger Mason during the period of conducting this study.

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Abstract:

Purpose – The purpose of this paper is to conduct an exploratory analysis of low-income women consumers' consumption of low-involvement grocery products, and to explore the relevance of cognitive dissonance in this consumption.

Design/methodology/approach – One focus group discussion and 30 in-depth interviews are conducted with low-income women consumer at Salford area of the north-west of England to explore their salient beliefs, motivations, attitudes and behaviours in respect of their consumption of low-involvement grocery products.

Findings – Findings suggest that low-income women consumers engage in habitual purchasing and are not loyal to brands of grocery products. However, they often buy stores' own value-range brands as they believe that these products are similar to manufacturers' brands. They do not perceive price to be an indication of quality, rather they attribute basic differences between the stores' own value-range and manufacturers' brands as “expensive packaging” and the popularity of the brand name. Value for money is revealed as a key motivation underlying their purchasing of grocery products. Consequently, they are very sensitive to sales promotions and actively engage in making comparisons between the promotions in different stores within their locality. These confirm the incidence of cognitive dissonance in their consumption of these products.

Originality/value – This paper shows that generalisation in consumer behaviour without due reference to the contextual factors identified among low-income women consumers provides a limited understanding of their decision making and purchase behaviour. It also supplements the limited empirical information on low-income

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consumers, and consequently will be of interest to marketing practitioners, as it will reveal potential directions for low-involvement product strategies in respect of the low-income consumer.

29


Title:

The effects of risk reducing strategies on consumer perceived risk and on purchase likelihood: a modelling approach

Author(s):

Dr. Ruth M W Yeung, Dr. Wallace M S Yee, Prof. Joe Morris

Journal:

British Food Journal

Year:

2010

Volume:

112

Issue:

3

ISSN:

0007-070X

Publisher:

http://www.emeraldinsight.com/0007-070X/112/3

http://www.emeraldinsight.com/0007-070X/112

http://www.emeraldinsight.com/0007-070X.htm





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This is a pre-print of a paper and is subject to change before publication. This pre-print is made available with the understanding that it will not be reproduced or stored in a retrieval system without the permission of Emerald Group Publishing Limited

Abstract:

Purpose - Consumer perception of risk and its impacts on purchasing behaviour are critical aspects of food safety. Consumer risk management strategies influence, and respond to, the risk management strategies adopted by the food industry. This research, using poultry product as the focus, attempts to identify the consumer risk reducing strategies and their impact on perception of food safety-related risk and then on purchase behaviour.

Design/methodology/approach - By adopting a quantitative research paradigm with a quota sample of 200 respondents, A Structural Equation Modelling (SEM) model was built to assess the direct and indirect effects of strategies taken by consumers to reduce perceived risk and the consequences for purchase likelihood, utilising LISREL 8.30.

Findings - The research reveals brand, information and quality assurance as influential risk reducing strategies to reduce consumer perception of food safety risk and subsequently to facilitate purchase likelihood during a period concern about microbiological contamination in chicken meat.

Practical implications - The results provide guidance of both proactive and remedial actions that the food industry can follow and also help to evaluate the effectiveness of its marketing activities.

Originality/value - The research provides an insight in assisting government agencies and the food industry to develop appropriate food related risk management strategies to serve both the interest of consumers and producers.

30


Title:




Dilution of brand extensions: a study

Author(s):

Isita Lahiri, Amitava Gupta

Journal:

International Journal of Commerce and Management

Year:

2009

Volume:

19

Issue:

1

Page:

45 - 57

ISSN:

1056-9219

DOI:

10.1108/10569210910939663

Publisher:


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Abstract:

Purpose – The purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs associated with family brands.

Design/methodology/approach – Hypotheses are developed and tested in a consumer survey that included experimental and control groups.

Findings – The findings show the congruity of the extension with the family brand is an important factor, the absence of which increases the chances of dilution of the family brand. Perceived success/failure of the extension is a more important factor that also enhances or dilutes the image of the family brand.

Research limitations/implications – Brand names can be hurt by brand extensions, which contain attributes incompatible with or negating favorable family brand beliefs.

Practical implications – If managers feel the dilution is occurring because of an extension, they can increase perceptions that the extension is atypical of the family brand.

31


Title:

Renaming effect of brand value: state-owned enterprises

Author(s):

Yen-Chun Jim Wu

Journal:




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Management Decision

Year:

2009

Volume:

47

Issue:

10

Page:

1555 - 1581

ISSN:

0025-1747

DOI:

10.1108/00251740911004682

Publisher:


Acknowledgements:

The author would like to express gratitude to two anonymous reviewers for their insightful comments. A special thanks also goes to Mr Perry Cheng of Chinese Petroleum Corporation for his valuable assistance in data collection and analysis.

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Abstract:

Purpose – The purpose of this paper is to evaluate the renaming effect of brand value of state-owned corporations in Taiwan.

Design/methodology/approach – This study aims to evaluate and analyze the value of the CPC brand by: using the Interbrand and Hirose models, and analyzing empirically the difference-comparison of the results.

Findings – For the state-run corporations, the practical application of the Hirose and Interbrand models, the main target market, and the business orientation categories, which the corporations belonged to are illustrated in a two-dimensional four-quadrant framework.

Research limitations/implications – This study presumes that Chinese Petroleum Corp. will be affected in various ways after being renamed CPC Corp., Taiwan, and the fluctuations in value will be reflected in related profit/cost data. It is also assumed that the brand will bring value to the company. However, there are constraints in doing this research despite the completeness and objectivity of the study subject.

Originality/value – Research on brand equity is still in a state of evolution. This study makes two major contributions. First, it suggests that choosing the more applicable valuation model depends on the enterprises' industrial characteristics. Second, the differentiation of the applications of brand value models is based on: the orientation characteristics of the various valuation models, the target markets, and business orientatss

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