Influences of Juxtaposition, Coordination and Brand Type on Product Evaluation: An In-Store Experimental Approach

Léopold Lessassy () and Alain Jolibert ()
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Léopold Lessassy: University Grenoble Alpes
Alain Jolibert: INSEEC Chambery

A chapter in Advances in National Brand and Private Label Marketing, 2020, pp 105-114 from Springer

Abstract: Abstract Retailers often organize part of their assortment by displaying products from juxtaposition (vertically, horizontally or separately) and coordination (target, complementary) modes. Researchers have observed an interaction effect of coordination and juxtaposition on product evaluation. This article investigated how the inclusion of brand, national brand (NB) and private label (PL), in the juxtaposition and coordination analysis, as a three-way interaction, influences product evaluation. We use an in-store survey and a controlled experiment to test our framework. The results show that, in the dual interaction, a complement PL and a target NB presented vertically are favorably evaluated, while a horizontal display induces a poor evaluation. However, in the three-way interactions a horizontal display and a separate presentation lead to better product evaluations.

Keywords: Product coordination; National brand; Retailer brand; Juxtaposition; Evaluation (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47764-6_13

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DOI: 10.1007/978-3-030-47764-6_13

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