scholarly journals Retailing, Private Label and Global Competition

10.4468/10061 ◽  
2013 ◽  
Author(s):  
Flavio Gnecchi
Keyword(s):  
Brand Equity ◽  
Strategic Alliances ◽  
Private Label ◽  
Global Competition ◽  
Store Loyalty ◽  
Private Labels ◽  
Corporate Brand ◽  
Global And Local ◽  
Local Cultures ◽  
Private Label Products

Global retailers define strategies coherent with local cultures and traditions, as also develop products centered on internationally diffused products. In this perspective, private labels become fundamental for such strategies as far as they contribute directly to store loyalty consolidation and indirectly, to retailers brand equity reinforcement. Moreover, private label products prove the retailer’s sensibility in front of local customer’s needs and preferences. As a consequence, global and local trade operators turn to local manufacturers, giving them a possibility to strengthen their corporate brand and the company itself by means of strategic alliances.  

The Evolution of Private Label Products in Turkey

2020 ◽  
pp. 1-16
Author(s):  
Yusuf Arslan
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Private Label ◽  
Private Labels ◽  
Developed Markets ◽  
Marketing Activities ◽  
Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

scholarly journals Rational and irrational behavior of Slovak consumers in the private label market

10.5219/1272 ◽  
2020 ◽  
Vol 14 ◽  
pp. 402-411
Author(s):  
Ingrida Košičiarová ◽  
Zdenka Kádeková ◽  
Ľubica Kubicová ◽  
Kristí­na Predanocyová ◽  
Jana Rybanská ◽  
...  
Keyword(s):  
Private Label ◽  
Purchasing Decisions ◽  
Private Labels ◽  
Blind Test ◽  
Main Research ◽  
Irrational Behavior ◽  
Adequate Quality ◽  
The Subject ◽  
Comparable Quality ◽  
Private Label Products

Rational and irrational consumer behavior has already been the subject of several studies. Although their attention was mostly focused on traditional brands, these studies and their conclusions may also serve as a model for private label research, which is now increasingly coming to the forefront. Private labels are gradually becoming an adequate purchase alternative to traditional brands. The aim of the paper was to find out the influence of packaging and chosen marketing communication tools, on consumer purchasing decisions in the dairy segment. An anonymous questionnaire survey was chosen as the main research method, where participated 1,116 respondents from all over Slovakia; which was subsequently supplemented by the blind test involving 20 respondents under the age of up to 25 years. Seven chocolate-flavored yogurt samples were examined in the blind test; while the samples were such traditional brands by traditional producers as well as private labels. Interestingly, identical products were investigated ”“ products from the traditional producer, both under its brand and under the retailer's private label. The results of our research proved some interesting findings ”“ more than 28% of respondents buy private label products regularly and more than 53% buy them sporadically; whereas respondents do not buy private labels, mainly because of their lack of interest to try something new, assuming poor product quality and inadequate price; they buy them mainly because of lower prices compared to traditional product brands, comparable quality to traditional brands and good experience; respondents perceive private labels as good products of adequate quality and private labels evoke that products are adequate quality at a reasonable price. Although most respondents have no opinion on the packaging of private label products, more than 31% of them consider their packaging as unattractive and almost 36% think that their packaging does not affect them, but the results of the blind test partially refused this opinion.

scholarly journals The impact of packaging on consumer behavior in the private label market – the case of Slovak consumers under 25 years of age

2020 ◽  
Vol 16 (3) ◽  
pp. 62-73 ◽  
Author(s):  
Zdenka Kádeková ◽  
Ingrida Košičiarová ◽  
Vladimir Vavřečka ◽  
Milan Džupina
Keyword(s):  
Consumer Behavior ◽  
Private Label ◽  
High Price ◽  
Purchasing Decisions ◽  
Private Labels ◽  
Chi Square ◽  
Chi Square Test ◽  
The Impact ◽  
Reasonable Price ◽  
Private Label Products

Although there were many consumer behavior studies, their focus was on traditional brands. Despite that, their conclusions and recommendations can serve as a model for private label research. This paper aims to find out the influence of packaging on consumer purchasing decisions in the yoghurt segment. Attention was drawn to Slovak consumers under the age of 25 years. To achieve the aim, survey, structured questionnaire (549 randomly chosen respondents) and blind test (20 respondents) methods were used. For a deeper analysis, four hypotheses were set out and tested using statistical methods of Pearsons’ Chi-Square Test, Friedman test, Mantel-Haenszel Chi-Square Test, Phi Coefficient, Cramer’s V Coefficient and correspondence analysis. The results proved that almost 58% of respondents bought private labels sporadically, over 20% of respondents bought them multiple times a week, and over 18% of respondents bought them once a week. In terms of perceived quality, it can be said that quality of private label products is perceived as good and adequate, they evoke impression of adequate quality at a reasonable price, the decisive factor for their purchase is a combination of reasonable price and quality, and the reasons not to buy are high price, low quality and lack of information about the producer. Regarding the impact of packaging on respondents’ purchasing decisions, it is found that less than 34% of respondents believe that packaging of private label products is unattractive, and up to 33% of respondents think that packaging does not affect them. AcknowledgementThe paper was supported by the research project GA SUA No. 8/2019 “Private labels as the alternative to purchase”, which is solved at the Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture in Nitra.

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

2019 ◽  
Vol 29 (1) ◽  
pp. 124-138 ◽  
Author(s):  
Natalia Rubio ◽  
Nieves Villaseñor ◽  
María Yagüe
Keyword(s):  
Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Private Label ◽  
Retail Industry ◽  
Store Loyalty ◽  
Brand Name ◽  
Content Type ◽  
Retail Chain ◽  
Value Propositions

Purpose The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name). Design/methodology/approach A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model. Findings The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs. Practical implications Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name. Originality/value Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two significant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.

Does the Brand Equity of a Retail Store Mediate the Relationship between Store Choice and Store Loyalty?

GIS Business ◽  
2020 ◽  
Vol 14 (6) ◽  
pp. 1050-1061
Author(s):  
Sathish, ◽  
Rajendra Kumbharjuvenkar
Keyword(s):  
Brand Equity ◽  
Developing Nations ◽  
Retail Store ◽  
Consumption Patterns ◽  
Disposable Income ◽  
Retail Industry ◽  
Store Loyalty ◽  
Store Choice ◽  
Retail Organizations ◽  
The Relationship

The retail industry is changing worldwide, especially in developing nations. This retail transformation is a result of changing lifestyles, increased disposable income, growing brand consciousness and changing consumption patterns of consumers. In the process of meeting these growing expectations of consumers, there are noteworthy initiatives adopted by retail organizations. Brand equity of a retail store is seen as a major factor influencing buying decisions and repurchases intent of consumers’ world over.

Private Label Brand Share and Store Loyalty: Applying and Managing Panel Data

2020 ◽  
Vol 7 (2) ◽  
pp. 5-22
Author(s):  
Ra Gyung Lee ◽  
Sang Duck Kim ◽  
Min Sung ◽  
Jin Yong Park
Keyword(s):  
Panel Data ◽  
Private Label ◽  
Store Loyalty

scholarly journals The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

2021 ◽  
Vol 14 (4) ◽  
pp. 164
Author(s):  
Quang Bach Tran ◽  
Quoc Hoi Le ◽  
Hoai Nam Nguyen ◽  
Dieu Linh Tran ◽  
Thi Thuy Quynh Nguyen ◽  
...  
Keyword(s):  
Employee Engagement ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Model ◽  
Negative Impact ◽  
Theory And Practice ◽  
Emotional Engagement ◽  
Opportunistic Behavior ◽  
Corporate Brand ◽  
The Impact

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

scholarly journals PREDICTING CUSTOMER LIFETIME VALUE FOR HYPERMARKET PRIVATE LABEL PRODUCTS

2017 ◽  
Vol 18 (4) ◽  
pp. 619-635 ◽  
Author(s):  
Hsin-Hui LIN ◽  
Hsien-Ta LI ◽  
Yi-Shun WANG ◽  
Timmy H. TSENG ◽  
Ya-Ling KAO ◽  
...  
Keyword(s):  
Product Quality ◽  
Customer Lifetime Value ◽  
Private Label ◽  
Store Image ◽  
Repurchase Intention ◽  
Customer Lifetime ◽  
Lifetime Value ◽  
Image Fit ◽  
Image Variables ◽  
Private Label Products

This study develops a model to predict customer lifetime value for hypermarket private label products. It examines the relationships among store awareness, store image variables (i.e., service quality, price/value, convenience, and product quality), private label image, repurchase intention, and customer lifetime value and investigates the moderating role of image fit. The originality of this study lies in filling the gap of previous research on antecedents of private label customers’ behavior by considering store awareness, image fit, and customer lifetime value. Partial least squares structural equation modeling was used to analyze data. The results indicate the following. Store image variables (except product quality) and store awareness affect repurchase intention directly or indirectly through private label image. Image fit moderates the relationships between store image variables (except product quality) and private label image. Private label image facilitates customer lifetime value. This study provides several theoretical and practical implications for hypermarket private label product developments.

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