Perceptions of Retailers' Brand Image and Private Lable Strategy Affecting Customers' Willingness to Buy
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Published:
Dec 25, 2018
Keywords:
Retailers' Brand Image Private Label Willingness to Buy
Main Article Content
Abstract
This quasi-experimental research aims to investigate the customers’ willingness to buy
which can be varied, depending upon the perceptions of retailers’ brand image and private label strategy of the retailers. Results indicated that different levels of perceived retailers’ brand image and private label could lead to different levels of customers’ willingness to buy. Moreover, interaction effects between perceived retailers’ brand image and private label strategy were found. That is, the strategy which best fostered the customers’ willingness to buy was a retailer that has strong brand image together with the use of original, non-imitative private label strategy. On the other hand, the retailer that is perceived as having low brand image should use the imitative private label strategy to enhance customers’ willingness to buy.
Article Details
How to Cite
ชื่นธีระวงศ์ ฉ., วินิจ ว., & บุญเจือ เ. (2018). Perceptions of Retailers’ Brand Image and Private Lable Strategy Affecting Customers’ Willingness to Buy. Journal of Graduate Research, 9(2), 183–200. Retrieved from https://so02.tci-thaijo.org/index.php/banditvijai/article/view/130091
Section
Research Article
References
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Aribarg, A., Arora, N., Henderson, T., and Kim Y. (2014). Private label imitation of a national brand: Implications for consumer choice and law. Journal of Marketing Research, 51(6), 657-675.
Bolton, G., Loebbecke, C., and Ockenfels, A. (2008). Does competition promote trust and trustworthiness in online trading? An experimental study. Journal of Management Information Systems, 25(2), 145-170.
Champion, J. C., Hunt, J., Hunt, B. and Tammy, G. (2010). The Effect of Retail Store Image on Student Perception of Merchandise Quality and Willingness to Buy. American Journal of Business Research, 31, 17-32.
Cui, G., and Yang, X. (2009). Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory. Journal of Global Marketing, 22(3), 229-245.
Fan, X., Qian, Y. and Huang, E. (2012). Factors influencing consumer behavior towards store brand: a meta- analysis. International Journal of Market Research, 54(3), 407-430.
Guerreiro, J., Rita, P., and Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-1750.
Jacoby, J., Olson, J. C., and Rafael, H. A. (1971). Price, brand name, and product composition characteristics as
determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jacoby, J., and Mazursky, D. (1984). Linking brand and retailer images—Do the potential risks out weight the potential benefits. Journal of Retailing, 60, 105-122.
Kotler, P. (2003). Marketing Management. (12th). Pearson Education Inc. Prentice Hall: Upper Saddle River, NJ.
Liljander, Veronica., Pia, Polsa., and Riel, Allard. V. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and consumer services, 16(4), 281-290.
Mazursky, D., and Jacoby, J. (1986). Exploring the development of store image. Journal of Retailing, 62, 145–165.
Moulard, J. G., Raggio, R. D., and Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products. Psychology and Marketing, 33(6), 421-436.
Nenycz-Thiel, M. and Romaniuk, J. (2009). Perceptual categorization of private labels and National brands.
Journal of Product and Brand Management, 18, 251-261.
Ozsomer, A.and Tamer C., (1991). Country of origin effects on product evaluations: A sequel to Bilkey and Nes review. In M. C. Gilly et al., editors, American Marketing Association, 269-277.
Petijohn, L. S, Mellot, D. W. and Pettijohn, C. E. (1992). The relationship between retailer image and brand image. Psychology and Marketing, 9(4), 311-328.
Pornpitakpan, C. (2010). How package sizes, fill amounts, and unit costs influence product usage amounts. Journal of Global Marketing, 23(4), 275-287.
Putsis, W. P. Jr and Dhar, R. (2001). An empirical analysis of the determinants of category expenditure. Journal of Business Research, 52(3). 277-291.
Puyares, V., Ares, G., & Carrau, F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Quality and Preference, 21, 684–691.
Quelch, J. A. and Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business Review, 74(1), 99-109.
Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70, 95–107.
Rubén R., Iván L., Ana S., Javier M., María J. F., (2012). Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Journal Food Quality and Preference, 24, 162–170.
Sandes, F. S., and Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Schiffman, L. G., and Kanuk, L. L. (2000). Customer Behavior. (7th ed.). New Jersey: Pearson Prentice Hall.
Sethuraman, R. (2006). Private-label marketing strategies in packaged goods. Management. Marketing Science Institute Working Paper, 27-44.
Steenkamp, Jan-Benedict E. M., Rajeev Batra, and Dana L. Alden (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53.
Steenkamp, J.-B., van Heerde, H.J. and Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research, 47, 1011-1024.
Tarkiainen, A., and Sundqvist, S. (2009). Product involvement in organic food consumption: does ideology meet practice?. Psychology and Marketing, 26(9), 844-863.
Vahie, A., and Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67.
Verlegh, P. W. J. & Steenkamp, J.-B. E. M. (1999). A Review and Meta-analysis of country-of-origin Research. Journal of Economic Psychology, 20(5), 521-546.
Voon, J. P., Ngui, K. S., and Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2), 103-120.
Winit, W., (2010). The Impact of Consumers’ Expressions of National Identity on Global and Local Brand Perceptions. (Doctoral Degree Thesis, Australian School of Business UNSW).
Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21, 930–937.
Aribarg, A., Arora, N., Henderson, T., and Kim Y. (2014). Private label imitation of a national brand: Implications for consumer choice and law. Journal of Marketing Research, 51(6), 657-675.
Bolton, G., Loebbecke, C., and Ockenfels, A. (2008). Does competition promote trust and trustworthiness in online trading? An experimental study. Journal of Management Information Systems, 25(2), 145-170.
Champion, J. C., Hunt, J., Hunt, B. and Tammy, G. (2010). The Effect of Retail Store Image on Student Perception of Merchandise Quality and Willingness to Buy. American Journal of Business Research, 31, 17-32.
Cui, G., and Yang, X. (2009). Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory. Journal of Global Marketing, 22(3), 229-245.
Fan, X., Qian, Y. and Huang, E. (2012). Factors influencing consumer behavior towards store brand: a meta- analysis. International Journal of Market Research, 54(3), 407-430.
Guerreiro, J., Rita, P., and Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-1750.
Jacoby, J., Olson, J. C., and Rafael, H. A. (1971). Price, brand name, and product composition characteristics as
determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jacoby, J., and Mazursky, D. (1984). Linking brand and retailer images—Do the potential risks out weight the potential benefits. Journal of Retailing, 60, 105-122.
Kotler, P. (2003). Marketing Management. (12th). Pearson Education Inc. Prentice Hall: Upper Saddle River, NJ.
Liljander, Veronica., Pia, Polsa., and Riel, Allard. V. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and consumer services, 16(4), 281-290.
Mazursky, D., and Jacoby, J. (1986). Exploring the development of store image. Journal of Retailing, 62, 145–165.
Moulard, J. G., Raggio, R. D., and Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products. Psychology and Marketing, 33(6), 421-436.
Nenycz-Thiel, M. and Romaniuk, J. (2009). Perceptual categorization of private labels and National brands.
Journal of Product and Brand Management, 18, 251-261.
Ozsomer, A.and Tamer C., (1991). Country of origin effects on product evaluations: A sequel to Bilkey and Nes review. In M. C. Gilly et al., editors, American Marketing Association, 269-277.
Petijohn, L. S, Mellot, D. W. and Pettijohn, C. E. (1992). The relationship between retailer image and brand image. Psychology and Marketing, 9(4), 311-328.
Pornpitakpan, C. (2010). How package sizes, fill amounts, and unit costs influence product usage amounts. Journal of Global Marketing, 23(4), 275-287.
Putsis, W. P. Jr and Dhar, R. (2001). An empirical analysis of the determinants of category expenditure. Journal of Business Research, 52(3). 277-291.
Puyares, V., Ares, G., & Carrau, F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Quality and Preference, 21, 684–691.
Quelch, J. A. and Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business Review, 74(1), 99-109.
Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70, 95–107.
Rubén R., Iván L., Ana S., Javier M., María J. F., (2012). Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Journal Food Quality and Preference, 24, 162–170.
Sandes, F. S., and Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Schiffman, L. G., and Kanuk, L. L. (2000). Customer Behavior. (7th ed.). New Jersey: Pearson Prentice Hall.
Sethuraman, R. (2006). Private-label marketing strategies in packaged goods. Management. Marketing Science Institute Working Paper, 27-44.
Steenkamp, Jan-Benedict E. M., Rajeev Batra, and Dana L. Alden (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53.
Steenkamp, J.-B., van Heerde, H.J. and Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research, 47, 1011-1024.
Tarkiainen, A., and Sundqvist, S. (2009). Product involvement in organic food consumption: does ideology meet practice?. Psychology and Marketing, 26(9), 844-863.
Vahie, A., and Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67.
Verlegh, P. W. J. & Steenkamp, J.-B. E. M. (1999). A Review and Meta-analysis of country-of-origin Research. Journal of Economic Psychology, 20(5), 521-546.
Voon, J. P., Ngui, K. S., and Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2), 103-120.
Winit, W., (2010). The Impact of Consumers’ Expressions of National Identity on Global and Local Brand Perceptions. (Doctoral Degree Thesis, Australian School of Business UNSW).