Mincing the brand ? A study of the relationship between private labels and retailer brands
Private labelRetailer brandPerceived qualityStore imageLoyaltyManagement of enterprisesFöretagsledningManagementBusiness and Economics
Purpose: To contribute to the understanding of the relationship between private labels and the retailer brand in grocery retailing. Methodology: We use structured interviews as a cross-sectional method for quantitative data collection. The existence of the relationship is tested through correlation analysis and regression analysis. Theoretical perspective: Perceived quality of private labels and of retailers are the main theoretical concepts for this thesis. Additionally, we introduce the concept of loyalty to show the benefits of a positive consumer image. Empirical data: The data consists of 182 valid structured interviews collected during a single day in Lund. Conclusion: The study provides further empirical evidence for the existence of a relationship between private labels and the retailer brand. It reveals that the negative perception of a private label product can influence the retailer quality perception as well as the private label quality perception.