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Variations in the Store Brand Adoption and Penetration: How Much Can Be Explained by Trust?

In: Advances in National Brand and Private Label Marketing

Author

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  • Paraskevi Sarantidou

    (The American College of Greece)

Abstract

This paper aims to explain variations in the store brand adoption and penetration with trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the impact of trust in store brands across ten different store brand product categories and among different grocery retailers. Data was collected through a telephone survey from 904 participants responsible for the household grocery shopping with a quota of 100 respondents from each of the nine leading grocery retailers in Greece. Data were analyzed through analysis of variance and partial least square path modeling. The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust towards the retailer’s store brands. Results also confirmed variations in store brand adoption and penetration across the ten product categories that were tested, variations among the retailers, and variations in the level of trust. Theoretical and managerial implications are discussed and opportunities for future research were identified.

Suggested Citation

  • Paraskevi Sarantidou, 2017. "Variations in the Store Brand Adoption and Penetration: How Much Can Be Explained by Trust?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Kusum L. Ailawadi & María Jesús Yagüe-Guill (ed.), Advances in National Brand and Private Label Marketing, pages 149-161, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-59701-0_16
    DOI: 10.1007/978-3-319-59701-0_16
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