Other-named private label brands - How consumers perceive them and how they influence store image.
(2011)Department of Business Administration
- Abstract
- The purpose of this thesis is to understand how consumers perceive the introductions of other-named private brands and how adding such products affect store image. A case study has been used together with semi-structured interviews have been done in order to understand consumer perceptions, using qualitative analysis. The main theories that the study are based upon are theories concerning store image, attitudes towards private label brands and cue utilization. The empirical data consists of 15 semi-structured interviews with Swedish consumers. Other-named PLB:s are by consumers perceived as low quality products as they lack the brand familiarity the store name would provide. This means retail stores with a favorable store image would gain... (More)
- The purpose of this thesis is to understand how consumers perceive the introductions of other-named private brands and how adding such products affect store image. A case study has been used together with semi-structured interviews have been done in order to understand consumer perceptions, using qualitative analysis. The main theories that the study are based upon are theories concerning store image, attitudes towards private label brands and cue utilization. The empirical data consists of 15 semi-structured interviews with Swedish consumers. Other-named PLB:s are by consumers perceived as low quality products as they lack the brand familiarity the store name would provide. This means retail stores with a favorable store image would gain by including the store name on the private label brand’s logo, because Furthermore, introducing private label brands has an indirect effect on store image, mediated though the store assortment. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2064593
- author
- Serbinson, Daniel and Pantzar, Marianne
- supervisor
- organization
- year
- 2011
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Private label brand, Store image, Retail, Extrinsic cues, Brand familiarity, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 2064593
- date added to LUP
- 2011-06-01 00:00:00
- date last changed
- 2012-04-02 19:11:44
@misc{2064593,
abstract = {{The purpose of this thesis is to understand how consumers perceive the introductions of other-named private brands and how adding such products affect store image. A case study has been used together with semi-structured interviews have been done in order to understand consumer perceptions, using qualitative analysis. The main theories that the study are based upon are theories concerning store image, attitudes towards private label brands and cue utilization. The empirical data consists of 15 semi-structured interviews with Swedish consumers. Other-named PLB:s are by consumers perceived as low quality products as they lack the brand familiarity the store name would provide. This means retail stores with a favorable store image would gain by including the store name on the private label brand’s logo, because Furthermore, introducing private label brands has an indirect effect on store image, mediated though the store assortment.}},
author = {{Serbinson, Daniel and Pantzar, Marianne}},
language = {{swe}},
note = {{Student Paper}},
title = {{Other-named private label brands - How consumers perceive them and how they influence store image.}},
year = {{2011}},
}