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

Hanna Gendel-Guterman; Shalom Levy

doi:10.1007/978-3-319-20182-5_9

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

Hanna Gendel-Guterman, Shalom Levy

Department of Economics and Business Administration

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

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.

Original language	English
Title of host publication	Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015
Editors	Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
Publisher	Springer Science and Business Media B.V.
Pages	85-94
Number of pages	10
ISBN (Print)	9783319201818
DOIs	https://doi.org/10.1007/978-3-319-20182-5_9
State	Published - 2015
Event	2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015 - Barcelona, Spain Duration: 24 Jun 2015 → 26 Jun 2015

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015
Country/Territory	Spain
City	Barcelona
Period	24/06/15 → 26/06/15

Keywords

Brand image
Negative publicity
Private label
Retailer

Access to Document

10.1007/978-3-319-20182-5_9

Cite this

Gendel-Guterman, H., & Levy, S. (2015). Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. In F. J. Martínez-López, J. C. Gázquez-Abad, & R. Sethuraman (Eds.), Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015 (pp. 85-94). (Springer Proceedings in Business and Economics). Springer Science and Business Media B.V.. https://doi.org/10.1007/978-3-319-20182-5_9

Gendel-Guterman, Hanna ; Levy, Shalom. / Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015. editor / Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Raj Sethuraman. Springer Science and Business Media B.V., 2015. pp. 85-94 (Springer Proceedings in Business and Economics).

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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",

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series = "Springer Proceedings in Business and Economics",

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Gendel-Guterman, H & Levy, S 2015, Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. in FJ Martínez-López, JC Gázquez-Abad & R Sethuraman (eds), Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015. Springer Proceedings in Business and Economics, Springer Science and Business Media B.V., pp. 85-94, 2nd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2015, Barcelona, Spain, 24/06/15. https://doi.org/10.1007/978-3-319-20182-5_9

Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. / Gendel-Guterman, Hanna ; Levy, Shalom.
Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015. ed. / Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Raj Sethuraman. Springer Science and Business Media B.V., 2015. p. 85-94 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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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.

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Gendel-Guterman H , Levy S. Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. In Martínez-López FJ, Gázquez-Abad JC, Sethuraman R, editors, Advances in National Brand and Private Label Marketing - 2nd International Conference, 2015. Springer Science and Business Media B.V. 2015. p. 85-94. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-319-20182-5_9

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

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