This 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. (Intervento presentato al convegno 2nd International Conference on Research on National Brand and Private Label Marketing tenutosi a Barcelona nel 4 June 2015 through 26 June 2015) [10.1007/978-3-319-20182-5_13].
Extending the Retail Brand to Non-traditional Products
MARTINELLI, Elisa;DE CANIO, FRANCESCA;MARCHI, Gianluca;VIGNOLA, Marina
2015
Abstract
This 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.
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