The might of the brand

2015 ◽  
Vol 117 (2) ◽  
pp. 485-505 ◽  
Author(s):  
Justin Beneke ◽  
Emma Trappler
Keyword(s):  
Emerging Market ◽  
Percent Level ◽  
Perceived Quality ◽  
Private Label ◽  
Brand Name ◽  
Cognitive Effect ◽  
Two Phase ◽  
Moderator Variable ◽  
Content Type

Purpose – This study examined the influence of supermarket brand name on the perceived quality of its private label merchandise. The purpose of this paper is to determine whether the fascia brand of a retail chain has the power to positively or negatively skew prevailing opinions concerning the quality of its own merchandise range, beyond the set of product-specific intrinsic benefits. Design/methodology/approach – A within-subject two-phase research design was adopted, intially using an experimental approach and thereafter modeling the cognitive effect with the inclusion of a moderator variable (brand interaction). Paired sample t-tests were used to assess differences in mean ratings and partial least squares analysis was implemented in order to test the hypothesized relationships. Findings – In the experiment phase, both products were rated equally at the outset in unsighted conditions, however, ratings diverged when brand name was introduced. Here, the high-end private label brand was scored considerably better than in its unsighted condition, while the low-end brand suffered a marginal decline in rating. In the modeling phase, two iterations of the conceptual model were run, considering the high-end and low-end brands seperately. The results were mutually reinforcing. A strong relationship, significant at the one percent level, was found to exist between brand name and perceived quality for both the lower- and higher-end brands, whereas no moderation effect was found to exist. This suggests that entrenched views of the brand strongly determine the perceived quality thereof, with operational and day-to-day fluctuations having little bearing on this. Research limitations/implications – This study focusses solely on South Africa, an emerging market within the BRICS consortium. To this end, the results are not transferable to other markets. The context of the study pitted a top tier retail brand against a mid tier retail brand. In accordance with this eventuality, lower income consumers, and retail chains catering to this market segment, do not constitute components of this particular study. Originality/value – While the relationship between store image and perceived quality of private label merchandise is well documented, this study considers the effect through an experimental design. Here, perceived quality was measured both with and without brand cues evident. Thus, the results are likely to be more accurate than those acquired through strictly survey research. As a defining feature, the study points to the brand name as being a supremely powerful extrinsic cue, and hinting at the fact that it is long term influences that create a distinct brand aura, with these being largely undisturbed by short term fluctuations.

In-store marketing of private labels: applying cue utilisation theory

2020 ◽  
Vol 49 (1) ◽  
pp. 145-163
Author(s):  
Sita Mishra ◽  
Gunjan Malhotra ◽  
Garima Saxena
Keyword(s):  
Emerging Market ◽  
Perceived Quality ◽  
Private Label ◽  
New Delhi ◽  
National Brand ◽  
Content Type ◽  
National Brands ◽  
Price Consciousness ◽  
Private Label Brands ◽  
Brand Promotion

PurposeThe purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.Design/methodology/approachThis study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.FindingsThis study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.Originality/valueThis study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Beyond private label panache: the effect of store image and perceived price on brand prestige

2014 ◽  
Vol 31 (4) ◽  
pp. 301-311 ◽  
Author(s):  
Justin Beneke ◽  
Natalia Zimmerman
Keyword(s):  
South Africa ◽  
Emerging Market ◽  
Cape Town ◽  
Perceived Quality ◽  
Private Label ◽  
Store Image ◽  
Breakfast Cereal ◽  
Content Type ◽  
Perceived Price

Purpose – The purpose of this study is to explore the effect of store image and perceived price on the consumer’s perception of private label brands (PLBs) that have grown in stature in recent decades and are increasingly viewed as a strategic asset of retailers. In particular, the tenets of perceived quality, loyalty and awareness/associations, are argued to underpin the construct of brand prestige, which is used as a vehicle to assess consumers’ affinity toward the brand. Design/methodology/approach – A consumer survey was conducted with a specific focus on purchasers of private label branded breakfast cereal in Cape Town, South Africa. The data from 205 respondents were scrutinized through partial least squares path modeling, which empirically tested the eight hypotheses embedded within the conceptual model. Findings – The results suggest that perceived price is a powerful influencer in this process; however, the role of store image was seen to be less obvious. At a granular level, a relationship between store image and perceived quality was found to exist, but not so for loyalty and awareness/associations. In this respect, store image was seen as subordinate to the perceived price of the merchandise, bringing into question the assumed stature of store image as a key decision influencer in an emerging market context. Research limitations/implications – This study was confined to a single product category, within a particular retail segment, as the study focused on PLB breakfast cereal products sold within mainstream South African supermarket stores. This was desirable so as not to infuse varying merchandise category profiles into the model. Furthermore, as data were collected exclusively in the city of Cape Town, the results cannot necessarily be extrapolated to South Africa as a nation. Finally, it should be noted that the study was conducted in an emerging market setting. Developed markets, where consumers are considerably more au fait with PLBs and have increased purchasing power, may therefore produce a different set of results. Thus, our findings are not necessarily generalizable to all branches of the retail sector, nor are they necessarily applicable throughout, and across, different countries. It is hoped that subsequent studies will probe these areas and provide comparative viewpoints. Practical implications – This study upholds the view that price is a key driver in building PLBs, but interrogates the popular belief that store image automatically adds value in fostering goodwill toward the brand. Originality/value – This study is one of the first to investigate the notion of private label prestige (grounded in that of brand equity theory) in an emerging market context. In doing so, the study postulates that the “halo effect” of store image on the comprehensive evaluation of the brand might not be as prominent as maintained in existing literature. The study, therefore, questions the role of store image and perceived price of the merchandise, finding that – in actual fact – these do not fare equally in consumers’ cognitive assessment of the private label merchandise.

A comparison between economic and organic store brands

2017 ◽  
Vol 45 (12) ◽  
pp. 1298-1316 ◽  
Author(s):  
Magali Jara ◽  
Gérard Cliquet ◽  
Isabelle Robert
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Path Model ◽  
Added Value ◽  
Store Brand ◽  
Store Brands ◽  
Content Type ◽  
Further Development

Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

Influence of the perceived benefit of a social network-based sales promotion on the perceived quality of a heritage complex

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Esmeralda Crespo-Almendros ◽  
M. Belén Prados-Peña ◽  
Lucia Porcu ◽  
Juan Miguel Alcántara-Pilar
Keyword(s):  
Social Network ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Sales Promotions ◽  
Content Type ◽  
Heritage Sites ◽  
Negative Effect ◽  
Quasi Experimental ◽  
The Impact

Purpose This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.Design/methodology/approach A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.Findings The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.Practical implications Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.Originality/value This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

Store brand and perceived risk on private label brand attitude

2020 ◽  
Vol 12 (1) ◽  
pp. 133-150 ◽  
Author(s):  
M.K.M. Manikandan
Keyword(s):  
Risk Factors ◽  
Perceived Risk ◽  
Tamil Nadu ◽  
Financial Risk ◽  
Perceived Quality ◽  
Negative Influence ◽  
Private Label ◽  
Social Risk ◽  
Content Type ◽  
The Social

Purpose The purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products. Design/methodology/approach Retailer equity includes four variables: retailer awareness, retailer association, retailer perceived quality and retailer loyalty. The perceived risk factors include functional risk, financial risk and social risk. The attitude toward PLBs was taken as the dependent variable. The study was carried out by using a standardized questionnaire for all three constructs. The convenience sampling method was adopted to carry out data collection from customers of organized retail stores in the city of Coimbatore, in the state of Tamil Nadu, India. The relationship between the three variables was studied with structural equation modeling using IBM SPSS Amos software. Findings The study revealed that excluding the Financial Risk and the Social Risk, functional risk alone has significant influence over the PLB Attitude. The Retailer Equity variables, retailer perceived quality and retailer loyalty have positive influence on the PLB Attitude, while the other two variables do not show any influence. Retailer Awareness shows a negative influence over the social risk. Retailer Association does not show any influence on any of the three risk factors. Retailer perceived quality shows negative influence over the functional risk while retailer loyalty negatively influences social risk. Research limitations/implications The research study was carried out in cities that are populous in the Indian state of Tamil Nadu. All the respondents came from three cities in Tamil Nadu, namely, Coimbatore, Tiruppur and Madurai. Hence, extending the findings of the study to other countries where organized retail penetration is deeper may be attempted with caution. Practical implications The study will offer managers in the retail industry some understanding of the risk-relieving factors in operation when buying grocery goods. Originality/value The research paper contributes to the literature concerning the role played by retailer equity and perceived risk factors on attitudes toward PLBs.

scholarly journals The development of trust over time in an emerging market context: the case of the Tunisian automotive sector

2019 ◽  
Vol 34 (6) ◽  
pp. 1210-1222 ◽  
Author(s):  
Tibor Mandják ◽  
Samy Belaid ◽  
Peter Naudé
Keyword(s):  
Emerging Market ◽  
Qualitative Interviews ◽  
Spare Parts ◽  
Point Of View ◽  
Business Relationship ◽  
Content Type ◽  
Perceived Trust ◽  
Emerging Country ◽  
The Relationship

Purpose The purpose of this paper is to empirically investigate how context influences the quality of business relationships. This theoretical question is studied from the point of view of trust, one of the important components of business relationship quality. The authors study how trust is related to the dynamics and management of the business relationship in the context of an emerging market. Design/methodology/approach This paper is based on qualitative interviews with 15 spare-parts resellers in the Tunisian automotive industry. The authors take a monadic view, interviewing resellers about their relationships with their wholesalers-importers. The decision to undertake the research in Tunisia is based on three factors. First, Tunisia is an emerging country and there is very little published research based in the Maghreb countries. Second, the Tunisian automotive parts market structure is relatively simple and, hence, easily understood, with most spare-parts being imported because of the low level of local production. Third, the actors in the study are all Tunisian companies, so research allows us to explore relationships between local companies in an emerging country. Findings The authors find that different kinds of trust play different roles over the dynamics of the relationship. Perceived trust is more important at the emergent stage of a relationship, and as the two parties learn from each other, experienced trust becomes more important in the established relationships. The initial perceived trust creates the possibility of building trust, and when mutual trust exists between the parties, it motivates them to maintain the relationship, but there is always the threat of the degradation of the quality of the relationship because of the violation or destruction of the trust. Research limitations/implications This paper shows that more care should be taken when using trust as the variable under scrutiny. Different aspects of trust manifest themselves at various stages of the relationship building cycle. Practical implications The results emphasize that when initiating a business relationship, managers first need to create perceived trust. Thereafter, once trust is built up, it is the trust that may “manage” or act to control the on-going relationship as long as the partners’ behavior or network changes do not violate the trust. Originality/value The results of this paper show that there is a mutual but not necessarily symmetrical or balanced influence of trust on the behavior of the partners involved. The influence of the different parties is dependent on the power architecture, the history of the relationship and the network position of the actors.

Does incivility impact the quality of work-life and ethical climate of nurses?

2020 ◽  
Vol 13 (3) ◽  
pp. 301-319 ◽  
Author(s):  
Yariv Itzkovich ◽  
Niva Dolev ◽  
Moran Shnapper-Cohen
Keyword(s):  
Organizational Climate ◽  
Ethical Climate ◽  
Qualitative Data ◽  
Perceived Quality ◽  
Work Life ◽  
Quality Of Work Life ◽  
Content Type ◽  
Quality Of Work ◽  
The Relationship

PurposeThe purpose of this study is to assess the relationship between incivility and two organizational and personal attitudes, namely, perceived ethical climate and perceived quality of work-life of nurses, in the framework of organizational climate.Design/methodology/approachQuantitative data of 148 nurses working in a medium-sized hospital in Israel were collected. Furthermore, qualitative data were collected through semi-structured interviews with 12 nurses and 14 doctors from the same hospital, constructing a mixed-method approach.FindingsFindings revealed that witnessing or experiencing incivility affected the nurses' perception of the ethical climate of their work unit and their perceived quality of their work-life. Additionally, we found that the relationship between incivility and nurses' perceived quality of work-life was partially mediated through their perceived ethical climate. The qualitative data supported some of the findings.Originality/valueThe article stretches the incivility theory beyond its dyadic boundaries, prominently showing the spillover effect of incivility as an organizational problem. Additionally, it offers some evidence-based support for the multidimensionality of incivility, strengthening the need for a construct cleanup.

Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand

2020 ◽  
Vol 11 (3) ◽  
pp. 337-355
Author(s):  
Supawat Meeprom ◽  
Tongrawee Silanoi
Keyword(s):  
Economic Value ◽  
Perceived Value ◽  
Perceived Quality ◽  
Social Value ◽  
Exit Point ◽  
Content Type ◽  
Behavioural Intentions ◽  
Special Event ◽  
Emotional Value

PurposeThe aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that attendees' perceived special event quality has direct and indirect effects on behavioural intentions through the mediating role of social value, economic value and emotional value.Design/methodology/approachA self-administered, onsite survey was deployed to gather the data to formulate the hypothesised relationships in this study. Data collection also included event-intercepted panel surveys, conducted with actual consumers who attended the Agricultural and Cultural Fair. The surveys were distributed and conducted during the afternoon and early evenings at the event area and exit point of the event. In total, 250 questionnaires were distributed to domestic visitors and 176 respondents completed the survey.FindingsThe study found the perceived quality of the special event directly impacted social value, economic value, emotional value and behavioural intentions. The results also indicated that social value and emotional value had significant effects on behavioural intentions. Further, this study found that both social value and emotional value components mediated the relationship between perceived quality of the special event and behavioural intentions. These results confirmed the existence of a perceived-quality-value-behavioural intentions chain.Research limitations/implicationsThere are some key limitations including the sample size in this study was relatively small and all the respondents were domestic attendees, providing findings specific to one culture only. In term of implications, the results offer event organisers holistic insights into elements to be adopted as the foundation for special event consumption. It helps event organisers to build upon customer choice behaviour, which can be employed to effectively cultivate more attendees for the special events.Originality/valueThis is the first study that examined the extent to which attendees' perceived quality of a special event influenced their perceived values in Agricultural and Cultural Fair which is a special event held each year in the major city of Khon Kaen in the northeast region in Thailand.

The ultimate controlling owner and corporate governance in Brazil

2019 ◽  
Vol 19 (1) ◽  
pp. 120-140 ◽  
Author(s):  
Vicente Lima Crisóstomo ◽  
Isac de Freitas Brandão
Keyword(s):  
Corporate Governance ◽  
Emerging Market ◽  
Governance System ◽  
Private Benefits ◽  
Controlling Shareholder ◽  
Content Type ◽  
Controlling Shareholders ◽  
Private Benefits Of Control ◽  
Corporate Governance System

Purpose High ownership concentration makes controlling blockholders powerful enough to use private benefits of control and able to shape the corporate governance system to favor their own interests. This paper aims to examine the effect of the nature of the ultimate firm owner on the quality of corporate governance in Brazil. Design/methodology/approach Econometric models are estimated to assess whether the nature of the ultimate controlling shareholder affects the quality of the corporate governance system. Models are estimated using panel data methodology with coefficients estimated by the generalized method of moments system estimator. Findings The results show that the absence of a controlling shareholder has a positive effect on corporate governance, whereas the presence of a controlling blockholder, or a shareholder agreement among a few large shareholders, has a negative effect. This adverse effect holds when the controlling blockholder is a family or another firm. The findings are in line with the expropriation effect given that weaker corporate governance system facilitates controlling shareholders’ ability to extract private benefits of control. The findings also give support to the substitution effect as powerful blockholders take on the management monitoring function by weakening the board. Originality value Following important previous literature, the study investigates the effect of the nature of large controlling shareholders on the adoption of good corporate governance practices. The work provides additional evidence on the effect of the nature of large controlling shareholders on the quality of the corporate governance system in Brazil, taking into account the main kinds of controlling blockholders present in that market. The findings give support to both the expropriation and substitution hypotheses highlighting the presence of the principal-principal agency model in an important emerging market, Brazil.

International student perceptions of experience in the West

2019 ◽  
Vol 12 (2) ◽  
pp. 147-166 ◽  
Author(s):  
F. Robert Buchanan
Keyword(s):  
Higher Education ◽  
International Students ◽  
Student Perceptions ◽  
Foreign Students ◽  
International Student ◽  
Emerging Market ◽  
American Business ◽  
Content Type ◽  
The Usa

Purpose The purpose of this exploratory study is an examination of some perceptions of US education, as experienced by foreign MBA students. Design/methodology/approach A longitudinal field study captured perceptions of a group of 51 international students over a one-year interval. The first anticipatory survey was done in India, and the follow-up was made in the USA at the end of a foreign sojourn semester. Inter-item correlations and t-tests were used to examine variance in student perceptions, highlighted by qualitative elements. Findings In general, the students went home, less impressed than they had expected to be in terms of the perceived general quality of the American business education, as well as their abilities to make friends with the local people. Additionally, the observed preparation of the American students for master’s studies was not nearly as high as the foreign students had anticipated. Research limitations/implications Results are not generalizable to broad populations, as the sample was small and localized. Social implications Emerging markets are successfully luring locals and sojourners based on cost and proximity as they achieve greater legitimacy in their institutional credentials. This could challenge the preeminence of Western higher education, especially in light of concerns arising from marketization and rigor. Meanwhile, developed market institutions need to be strategically mindful of their international guests as a resource rather than a commodity. Originality/value Extant internationalization studies tend to focus on administrative viewpoints, whereas this research examines the perspective of international students, which may be indicative of lessening gaps between perceptions of quality of developed and emerging market higher education.

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