TY - GEN
T1 - Does PLB Name Really Matter for Retailers? A Case of Negative Publicity
AU - Gendel-Guterman, Hanna
AU - Levy, Shalom
N1 - Publisher Copyright:
© 2015, Springer International Publishing Switzerland.
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
KW - Brand image
KW - Negative publicity
KW - Private label
KW - Retailer
UR - http://www.scopus.com/inward/record.url?scp=85125293391&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-20182-5_9
DO - 10.1007/978-3-319-20182-5_9
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AN - SCOPUS:85125293391
SN - 9783319201818
T3 - Springer Proceedings in Business and Economics
SP - 85
EP - 94
BT - Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Sethuraman, Raj
PB - Springer Science and Business Media B.V.
T2 - 2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015
Y2 - 24 June 2015 through 26 June 2015
ER -