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Affect transfer from national brands to store brands in multi-brand stores

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  • Massara, Francesco
  • Scarpi, Daniele
  • Melara, Robert D.
  • Porcheddu, Daniele

Abstract

The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.

Suggested Citation

  • Massara, Francesco & Scarpi, Daniele & Melara, Robert D. & Porcheddu, Daniele, 2018. "Affect transfer from national brands to store brands in multi-brand stores," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 103-110.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:103-110
    DOI: 10.1016/j.jretconser.2018.08.013
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