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Does PLB Name Really Matter for Retailers? A Case of Negative Publicity

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Hanna Gendel-Guterman

    (Ariel University)

  • Shalom Levy

    (Ariel University)

Abstract

A retailer’s brand name is more than just a name or a symbol, it is a tool used to differentiate one retailer from another and advance store positioning. This study examines the effect of retailers’ private label brand (PLB) negative publicity on PLB image, and retailers’ store image as a result of this publicity. Empirical testing was conducted to check this effect in two situations: a private label as a family brand extension of the retailer’s name and a brand name that is independent from the retailer’s name. Findings show that negative publicity mainly has an influence on the PLB's image dimensions, but not on overall store image. PLB name type was found to be insignificant in most cases.

Suggested Citation

  • Hanna Gendel-Guterman & Shalom Levy, 2015. "Does PLB Name Really Matter for Retailers? A Case of Negative Publicity," 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 85-94, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_9
    DOI: 10.1007/978-3-319-20182-5_9
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