The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image.
Methodology: Based on an epistemological social constructionism point of view and by applying ontological relativism; we aim to investigate the consumer's perceptions in regard to a retailer brand image in connection to the offered multitier private label portfolio. We executed a qualitative research design with an abductive approach, that enabled us to combine theories and empirical findings,... (More) - Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image.
Methodology: Based on an epistemological social constructionism point of view and by applying ontological relativism; we aim to investigate the consumer's perceptions in regard to a retailer brand image in connection to the offered multitier private label portfolio. We executed a qualitative research design with an abductive approach, that enabled us to combine theories and empirical findings, in order to identify the link between these two concepts.
Theoretical perspective: We focus on brand image as the main concept of the research field in brand management. For the multitier private label portfolio, we focused on those theories that have incorporated the greatest variety in their approach. To investigate the opinion formation regarding these two concepts, consumer perception-shaping attributes in the retail context were explored.
Empirical data: The empirical data was gathered through 14 semi-structured in-depth interviews, where participants were picked through purposive sampling. These interviews were conducted solely from the viewpoint of consumers.
Findings: The study’s main finding is that both the retailer brand image and the multitier private label portfolio have a reciprocal impact on each other both positive and negative. Moreover, we could observe that the different private labels contained in the private label portfolio may have an influence on the retailer brand image. While the Premium and Value-Added, Standard private labels may have a favorable impact on the brand image, the Value/Budget private label can lead to a rather negative connected view on the retailer. By providing a new framework connecting the theoretical concepts of multitier private label portfolio, retailer brand image and consumer perceptions, we could prove the interrelationship of these three concepts.
Practical implications: Retail managers must recognize the interdependence between the retailer brand image and the multitier private label portfolio to maximize the effect of their marketing and branding efforts. Moreover, the developed framework can be used by practitioners to better understand what factors affect the perception of the multitier private label portfolio's and the retailer's brand image. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9128253
- author
- Abrahamsson, Helena LU and Keppler, Sarah LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- private label, multitier private label portfolio, retailer brand image, consumer perceptions
- language
- English
- id
- 9128253
- date added to LUP
- 2023-06-28 15:49:43
- date last changed
- 2023-06-28 15:49:43
@misc{9128253,
abstract = {{Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image.
Methodology: Based on an epistemological social constructionism point of view and by applying ontological relativism; we aim to investigate the consumer's perceptions in regard to a retailer brand image in connection to the offered multitier private label portfolio. We executed a qualitative research design with an abductive approach, that enabled us to combine theories and empirical findings, in order to identify the link between these two concepts.
Theoretical perspective: We focus on brand image as the main concept of the research field in brand management. For the multitier private label portfolio, we focused on those theories that have incorporated the greatest variety in their approach. To investigate the opinion formation regarding these two concepts, consumer perception-shaping attributes in the retail context were explored.
Empirical data: The empirical data was gathered through 14 semi-structured in-depth interviews, where participants were picked through purposive sampling. These interviews were conducted solely from the viewpoint of consumers.
Findings: The study’s main finding is that both the retailer brand image and the multitier private label portfolio have a reciprocal impact on each other both positive and negative. Moreover, we could observe that the different private labels contained in the private label portfolio may have an influence on the retailer brand image. While the Premium and Value-Added, Standard private labels may have a favorable impact on the brand image, the Value/Budget private label can lead to a rather negative connected view on the retailer. By providing a new framework connecting the theoretical concepts of multitier private label portfolio, retailer brand image and consumer perceptions, we could prove the interrelationship of these three concepts.
Practical implications: Retail managers must recognize the interdependence between the retailer brand image and the multitier private label portfolio to maximize the effect of their marketing and branding efforts. Moreover, the developed framework can be used by practitioners to better understand what factors affect the perception of the multitier private label portfolio's and the retailer's brand image.}},
author = {{Abrahamsson, Helena and Keppler, Sarah}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions}},
year = {{2023}},
}