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Other-named private label brands - How consumers perceive them and how they influence store image.

Serbinson, Daniel and Pantzar, Marianne (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)
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author
Serbinson, Daniel and Pantzar, Marianne
supervisor
organization
year
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
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},
  keyword      = {Private label brand,Store image,Retail,Extrinsic cues,Brand familiarity,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Other-named private label brands - How consumers perceive them and how they influence store image.},
  year         = {2011},
}