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Consumer evaluations of store brands: effects of store image and product attributes

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Author Info
Semeijn,Janjaap
Riel,Allard C.R.,van
Ambrosini,Ana Beatriz (METEOR)

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Abstract

Store brands have grown in importance. Large numbers of products carrying a store label have been introduced in recent years, with varying degrees of success. It appears that retailers pay little attention to the multiple risks associated with adding new product categories to their store labels. In this study we investigate how attributes of store and product affect consumer evaluations of store branded products. A structural model is developed and tested, indicating the likelihood of success. Findings allow retailers to focus on product development in categories most compatible with their store''s image.

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Publisher Info
Paper provided by Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization in its series Research Memoranda with number 030.

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Date of creation: 2003
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Handle: RePEc:dgr:umamet:2003030

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Keywords: marketing

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References listed on IDEAS
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  1. Narasimhan, Chakravarthi & Wilcox, Ronald T, 1998. "Private Labels and the Channel Relationship: A Cross-Category Analysis," Journal of Business, University of Chicago Press, vol. 71(4), pages 573-600, October. [Downloadable!] (restricted)
  2. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 9(2), pages 183-94, September.
  3. Mitchell, V. -W., 2001. "Re-conceptualizing consumer store image processing using perceived risk," Journal of Business Research, Elsevier, vol. 54(2), pages 167-172, November. [Downloadable!] (restricted)
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