Does PLB Name Really Matter for Retailers? A Case of Negative Publicity

Hanna Gendel-Guterman, Shalom Levy

نتاج البحث: فصل من :كتاب / تقرير / مؤتمرمنشور من مؤتمرمراجعة النظراء

ملخص

A retailer’s brand name is more than just a name or a symbol, it is a tool used to differentiate one retailer from another and advance store positioning. This study examines the effect of retailers’ private label brand (PLB) negative publicity on PLB image, and retailers’ store image as a result of this publicity. Empirical testing was conducted to check this effect in two situations: a private label as a family brand extension of the retailer’s name and a brand name that is independent from the retailer’s name. Findings show that negative publicity mainly has an influence on the PLB's image dimensions, but not on overall store image. PLB name type was found to be insignificant in most cases.

اللغة الأصليةالإنجليزيّة
عنوان منشور المضيفAdvances in National Brand and Private Label Marketing - 2nd International Conference, 2015
المحررونFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
ناشرSpringer Science and Business Media B.V.
الصفحات85-94
عدد الصفحات10
رقم المعيار الدولي للكتب (المطبوع)9783319201818
المعرِّفات الرقمية للأشياء
حالة النشرنُشِر - 2015
الحدث2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015 - Barcelona, أسبانيا
المدة: ٢٤ يونيو ٢٠١٥٢٦ يونيو ٢٠١٥

سلسلة المنشورات

الاسمSpringer Proceedings in Business and Economics

!!Conference

!!Conference2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015
الدولة/الإقليمأسبانيا
المدينةBarcelona
المدة٢٤/٠٦/١٥٢٦/٠٦/١٥

All Science Journal Classification (ASJC) codes

  • !!Economics, Econometrics and Finance (all)
  • !!General Business, Management and Accounting

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