
Store brands and overall store price image
Coutelle, Patricia; Desmet, Pierre (2006), Store brands and overall store price image, Advancing Theory, Maintaining Relevance, proceedings, Australia New Zealand Marketing Academy
Type
Communication / ConférenceDate
2006Conference title
Australian and New Zealand Marketing Academy (ANZMAC) ConferenceConference date
2006-12Conference city
BrisbaneConference country
AustraliaBook title
Advancing Theory, Maintaining Relevance, proceedingsPublisher
Australia New Zealand Marketing Academy
ISBN
1447-3275
Metadata
Show full item recordAuthor(s)
Coutelle, PatriciaVal de Loire Recherche en Management [VALLOREM]
Desmet, Pierre
Dauphine Recherches en Management [DRM]
Abstract (EN)
Store price image is a particularly important competitive tool for retailers. This variable, measured from consumers’ perceptions, proved to be a determining factor of store frequentation but presents difficulties to manage. In this article, we aim at testing the influence of particular store brands, named generic brands, on overall store price image. These generic brands have been developed in retailers’ assortment to countervail the emergence of hard-discount stores. To operationalize this research question, an inter-subject experimental design is conducted from ads representing three scenarios (no generic brand, one generic brand and two generic brands). Data are collected through the Internet from MBA students and are analysed with MANOVA followed with univariate ANOVA. Results show that replacing national brands with generic products on a flyer has a significant and positive effect on the low price image of the store.Subjects / Keywords
price image; store brandRelated items
Showing items related by title and author.
-
Traynor, John; Bordenave, Richard; Desmet, Pierre (2012) Communication / Conférence
-
Desmet, Pierre; Le Nagard, Emmanuelle (2005) Article accepté pour publication ou publié
-
Herbeth, Nathalie; Dessalles, Steve; Desmet, Pierre (2017) Article accepté pour publication ou publié
-
Desmet, Pierre (2000-05) Article accepté pour publication ou publié
-
Desmet, Pierre; Zollinger, Monique (2006) Chapitre d'ouvrage