@inproceedings{ce0feff37f564d9eac122ff9a4208854,
title = "Does PLB Name Really Matter for Retailers? A Case of Negative Publicity",
abstract = "A retailer{\textquoteright}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{\textquoteright} private label brand (PLB) negative publicity on PLB image, and retailers{\textquoteright} 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{\textquoteright}s name and a brand name that is independent from the retailer{\textquoteright}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.",
keywords = "Brand image, Negative publicity, Private label, Retailer",
author = "Hanna Gendel-Guterman and Shalom Levy",
note = "Publisher Copyright: {\textcopyright} 2015, Springer International Publishing Switzerland.; 2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015 ; Conference date: 24-06-2015 Through 26-06-2015",
year = "2015",
doi = "https://doi.org/10.1007/978-3-319-20182-5_9",
language = "الإنجليزيّة",
isbn = "9783319201818",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer Science and Business Media B.V.",
pages = "85--94",
editor = "Mart{\'i}nez-L{\'o}pez, {Francisco J.} and G{\'a}zquez-Abad, {Juan Carlos} and Raj Sethuraman",
booktitle = "Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015",
address = "ألمانيا",
}