Mincing the brand – A study of the relationship between private labels and retailer brands
(2008)Department of Business Administration
- Abstract
- Purpose: To contribute to the understanding of the relationship between private labels and the retailer brand in grocery retailing. Methodology: We use structured interviews as a cross-sectional method for quantitative data collection. The existence of the relationship is tested through correlation analysis and regression analysis. Theoretical perspective: Perceived quality of private labels and of retailers are the main theoretical concepts for this thesis. Additionally, we introduce the concept of loyalty to show the benefits of a positive consumer image. Empirical data: The data consists of 182 valid structured interviews collected during a single day in Lund. Conclusion: The study provides further empirical evidence for the existence... (More)
- Purpose: To contribute to the understanding of the relationship between private labels and the retailer brand in grocery retailing. Methodology: We use structured interviews as a cross-sectional method for quantitative data collection. The existence of the relationship is tested through correlation analysis and regression analysis. Theoretical perspective: Perceived quality of private labels and of retailers are the main theoretical concepts for this thesis. Additionally, we introduce the concept of loyalty to show the benefits of a positive consumer image. Empirical data: The data consists of 182 valid structured interviews collected during a single day in Lund. Conclusion: The study provides further empirical evidence for the existence of a relationship between private labels and the retailer brand. It reveals that the negative perception of a private label product can influence the retailer quality perception as well as the private label quality perception. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1351844
- author
- Kungberg, Lars ; Serra, Daryl Ramon and Meijden, Robert Van Der
- supervisor
- organization
- year
- 2008
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Retailer brand, Private label, Perceived quality, Store image, Loyalty, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1351844
- date added to LUP
- 2008-06-03 00:00:00
- date last changed
- 2012-04-02 17:06:51
@misc{1351844,
abstract = {{Purpose: To contribute to the understanding of the relationship between private labels and the retailer brand in grocery retailing. Methodology: We use structured interviews as a cross-sectional method for quantitative data collection. The existence of the relationship is tested through correlation analysis and regression analysis. Theoretical perspective: Perceived quality of private labels and of retailers are the main theoretical concepts for this thesis. Additionally, we introduce the concept of loyalty to show the benefits of a positive consumer image. Empirical data: The data consists of 182 valid structured interviews collected during a single day in Lund. Conclusion: The study provides further empirical evidence for the existence of a relationship between private labels and the retailer brand. It reveals that the negative perception of a private label product can influence the retailer quality perception as well as the private label quality perception.}},
author = {{Kungberg, Lars and Serra, Daryl Ramon and Meijden, Robert Van Der}},
language = {{swe}},
note = {{Student Paper}},
title = {{Mincing the brand – A study of the relationship between private labels and retailer brands}},
year = {{2008}},
}