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Store brand and national brand promotion attitudes antecedents

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  • Manzur, Enrique
  • Olavarrieta, Sergio
  • Hidalgo, Pedro
  • Farías, Pablo
  • Uribe, Rodrigo

Abstract

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different conceptual antecedents. The study presents and tests a model of the effects of shoppers´ characteristics (price and non-price-related) on attitudes toward store brand and national brand promotions. The results support that constructs relating to price impact both store brand attitude and national brand promotion attitude, but the strength of some of these relationships differ. Other shopper characteristics like brand loyalty and store loyalty, have similar negative and positive effects, respectively. These slight differences suggest that promotions of national brands might be a good tool for fighting back store brands, but manufacturers need to design and target these promotions carefully in order to avoid head-to-head competition.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of Business Research.

Volume (Year): 64 (2011)
Issue (Month): 3 (March)
Pages: 286-291

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Handle: RePEc:eee:jbrese:v:64:y:2011:i:3:p:286-291

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Web page: http://www.elsevier.com/locate/jbusres

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Keywords: Store brand attitude National brand promotion attitude Branding Retailing;

References

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  1. Shuba Srinivasan & Koen Pauwels & Dominique M. Hanssens & Marnik G. Dekimpe, 2004. "Do Promotions Benefit Manufacturers, Retailers, or Both?," Management Science, INFORMS, vol. 50(5), pages 617-629, May.
  2. Garretson, Judith A. & Burton, Scot, 2003. "Highly Coupon and Sale Prone Consumers: Benefits Beyond Price Savings," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 162-172, June.
  3. Hidalgo, Pedro & Manzur, Enrique & Olavarrieta, Sergio & Fari­as, Pablo, 2008. "Customer retention and price matching: The AFPs case," Journal of Business Research, Elsevier, vol. 61(6), pages 691-696, June.
  4. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
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Cited by:
  1. Valenzuela, Leslier & Torres, Eduardo & Hidalgo, Pedro & Farías, Pablo, 2014. "Salesperson CLV orientation's effect on performance," Journal of Business Research, Elsevier, vol. 67(4), pages 550-557.
  2. Olavarrieta, Sergio & Hidalgo, Pedro & Manzur, Enrique & Farías, Pablo, 2012. "Determinants of in-store price knowledge for packaged products: An empirical study in a Chilean hypermarket," Journal of Business Research, Elsevier, vol. 65(12), pages 1759-1766.

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