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Private Labels and National Brands: A Comparison Within Brand Extension

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Monica Grosso

    (EMLYON Business School)

  • Sandro Castaldo

    (Bocconi University & SDA Bocconi School of Management)

Abstract

This paper focuses on private labels and manufacturers’ brands; its specific goal is to answer the question whether they are the same in terms of their brand extension effectiveness. The paper reports the results of three experimental studies which analyze the impact of category fit and brand knowledge on brand extension of private label vs. national brands. The results seem to support the view that private labels differ from national brands; contrary to what stated by the branding literature both category fit and brand knowledge, have no significant effect on their extension evaluations.

Suggested Citation

  • Monica Grosso & Sandro Castaldo, 2015. "Private Labels and National Brands: A Comparison Within Brand Extension," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 95-102, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_10
    DOI: 10.1007/978-3-319-20182-5_10
    as

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