EnglishThis study focuses on retail brand extension from the consumer perspective when non-traditional products – in this case over-the-counter pharmaceuticals - are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents - national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN) - impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported – except for INN.
Extending the Retail Brand to Non-traditional Products / Martinelli, Elisa; DE CANIO, Francesca; Marchi, Gianluca; Vignola, Marina. - STAMPA. - (2015), pp. 127-135.
| Data di pubblicazione: | 2015 |
| Titolo: | Extending the Retail Brand to Non-traditional Products |
| Autore/i: | Martinelli, Elisa; DE CANIO, Francesca; Marchi, Gianluca; Vignola, Marina |
| Autore/i UNIMORE: | |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.1007/978-3-319-20182-5_13 |
| Codice identificativo ISI: | WOS:000380446600013 |
| Serie: | SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS |
| Pagina iniziale: | 127 |
| Pagina finale: | 135 |
| Citazione: | Extending the Retail Brand to Non-traditional Products / Martinelli, Elisa; DE CANIO, Francesca; Marchi, Gianluca; Vignola, Marina. - STAMPA. - (2015), pp. 127-135. |
| Tipologia | Relazione in Atti di Convegno |
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