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Influences of Juxtaposition, Coordination and Brand Type on Product Evaluation: An In-Store Experimental Approach

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Léopold Lessassy

    (University Grenoble Alpes)

  • Alain Jolibert

    (INSEEC Chambery)

Abstract

Retailers often organize part of their assortment by displaying products from juxtaposition (vertically, horizontally or separately) and coordination (target, complementary) modes. Researchers have observed an interaction effect of coordination and juxtaposition on product evaluation. This article investigated how the inclusion of brand, national brand (NB) and private label (PL), in the juxtaposition and coordination analysis, as a three-way interaction, influences product evaluation. We use an in-store survey and a controlled experiment to test our framework. The results show that, in the dual interaction, a complement PL and a target NB presented vertically are favorably evaluated, while a horizontal display induces a poor evaluation. However, in the three-way interactions a horizontal display and a separate presentation lead to better product evaluations.

Suggested Citation

  • Léopold Lessassy & Alain Jolibert, 2020. "Influences of Juxtaposition, Coordination and Brand Type on Product Evaluation: An In-Store Experimental Approach," Springer Proceedings in Business and Economics, in: Francisco J. Martinez-Lopez & Juan Carlos Gázquez-Abad & Els Breugelmans (ed.), Advances in National Brand and Private Label Marketing, pages 105-114, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47764-6_13
    DOI: 10.1007/978-3-030-47764-6_13
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