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Mincing the brand – A study of the relationship between private labels and retailer brands

Kungberg, Lars; Serra, Daryl Ramon and Meijden, Robert Van Der (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)
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author
Kungberg, Lars; Serra, Daryl Ramon and Meijden, Robert Van Der
supervisor
organization
year
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
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},
  keyword      = {Retailer brand,Private label,Perceived quality,Store image,Loyalty,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Mincing the brand – A study of the relationship between private labels and retailer brands},
  year         = {2008},
}