The paper reports the results of three experimental studies which analyze the impact of category fit and brand knowledge on brand extension of private label vs. national brands. The results seem to support the view that private labels differ from national brands; contrary to what stated by the ...
knowledge on brand extension of private label vs. national brands. The results seem to support the view that private labels differ from national brands; contrary to what stated by the branding literature both category fit and brand knowledge, have no significant effect on their extension evaluations...
A study on the influence of private label and national brand promotion attitudes:The case of Taiwan COSTCO [[abstract]]The coming of the micro-profit era has resulted in the prevalence of store brand in the retailing industry Store brand has become one of the major choices of consumers when...
National-brand frozen food companies have been keeping an eye on the rearview mirror as private label sales have grown during the recession’s penny-pinching days. Store brands have made gains in several frozen categories. However, while tough times may have changed the shopping lists of some co...
National-brand frozen food companies have been keeping an eye on the rearview mirror as private label sales have grown during the recession’s penny-pinching days. Store brands have made gains in several frozen categories. However, while tough times may have changed the shopping lists of some co...
In short, they are starting to offer the intrinsic value that once belonged only to the big national brands.” Protecting Your Brand in “Dupe Culture” In certain circles, a private-label offering is becoming synonymous with the term “dupe”—essentially a more affordable version of a ...
Private-label retailers that brand, market, and sell private-label products to customers. A reliable private-label manufacturer helps ensure a profitable pricing model. Private labels vs. white labels Private-label goods are often confused with white-label goods. White labeling also involves third-pa...
(2015), however, suggests that private label growth will derive both from the value and premium sides of the spectrum. Thus, private labels today are focusing on both lower price strategy and added value offerings (Akcura et al., 2019; Boyle et al., 2018; Geyskens et al., 2010; Gor...
Using choice experiments and statistical modeling, they show that brand imitation harms the imitated brand even after controlling for brand confusion. Moreover, brand imitation harms not only the imitated brand but also other national brands in the category that are not being imitated. To quantify ...
The research has implications for how private-label marketers can penetrate the developing markets of countries where people accept and endorse hierarchy. "There's an opening for the national brand to target low-status consumers who are not traditionally thought of as part of their consumer demograph...