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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

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Desmet,_Coutelle_-_ANZMAC_2006.pdf (43.31Kb)
Type
Communication / Conférence
Date
2006
Conference title
Australian and New Zealand Marketing Academy (ANZMAC) Conference
Conference date
2006-12
Conference city
Brisbane
Conference country
Australia
Book title
Advancing Theory, Maintaining Relevance, proceedings
Publisher
Australia New Zealand Marketing Academy
ISBN
1447-3275
Metadata
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Author(s)
Coutelle, Patricia
Val 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 brand
JEL
D40 - General
L81 - Retail and Wholesale Trade; e-Commerce
L11 - Production, Pricing, and Market Structure; Size Distribution of Firms
D12 - Consumer Economics: Empirical Analysis

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