Affect transfer from national brands to store brands in multi-brand stores

Francesco Massara, Daniele Scarpi, Robert D. Melara and Daniele Porcheddu ()

Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 103-110

Abstract: The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.

Keywords: Store brands vs. national brands; Affect transfer; Affect polarization (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:103-110

DOI: 10.1016/j.jretconser.2018.08.013

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