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
TypeCommunication / Conférence
Conference titleAustralian and New Zealand Marketing Academy (ANZMAC) Conference
Book titleAdvancing Theory, Maintaining Relevance, proceedings
Australia New Zealand Marketing Academy
MetadataShow full item record
Val de Loire Recherche en Management [VALLOREM]
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 / Keywordsprice image; store brand
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