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Store brand and national brand promotion attitudes antecedents


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


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.

Suggested Citation

  • Manzur, Enrique & Olavarrieta, Sergio & Hidalgo, Pedro & Farías, Pablo & Uribe, Rodrigo, 2011. "Store brand and national brand promotion attitudes antecedents," Journal of Business Research, Elsevier, vol. 64(3), pages 286-291, March.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:3:p:286-291

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    References listed on IDEAS

    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. 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.
    3. 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.
    4. 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.
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    Cited by:

    1. repec:eee:jouret:v:93:y:2017:i:1:p:96-119 is not listed on IDEAS
    2. repec:eee:joreco:v:34:y:2017:i:c:p:358-368 is not listed on IDEAS
    3. Philipp Noormann & Sebastian Tillmanns, 2017. "Drivers of private-label purchase behavior across quality tiers and product categories," Journal of Business Economics, Springer, vol. 87(3), pages 359-395, April.
    4. 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.
    5. 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.
    6. repec:eee:joreco:v:21:y:2014:i:4:p:492-501 is not listed on IDEAS
    7. repec:ksb:journl:v:10:y:2017:p:21-56 is not listed on IDEAS
    8. repec:eee:joreco:v:30:y:2016:i:c:p:234-241 is not listed on IDEAS
    9. Farías, Pablo, 2015. "Determinantes do sucesso de marcas globais e locais na América Latina," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 55(5), September.
    10. repec:eee:joreco:v:20:y:2013:i:6:p:617-624 is not listed on IDEAS
    11. Calvo Porral, Cristina & Martínez Fernández, Valentín Alejandro & Juanatey Boga, Oscar, 2016. "Influência da assinatura do fabricante na lealdade e intenção de compra de marcas próprias de varejista," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(1), January.
    12. repec:eee:joreco:v:21:y:2014:i:6:p:966-975 is not listed on IDEAS


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