Disclosing dual manufacturers on private brands: Does it change quality and image perception between national and private label brands?

Samanta Pérez‐Santamaría and Mercedes Martos‐Partal

Agribusiness, 2025, vol. 41, issue 1, 3-24

Abstract: Dual manufacturers produce both their own brands and private label brands (PLs). Disclosing these manufacturers on PL packaging might exert quality and brand image effects, which could influence the perception differentials between national brands (NBs) and PLs. An experiment identifies moderating effects for these differentials, according to the NB image positioning (high and low) and the type of PL (standard and premium). For example, compared to the case when a low‐image NB manufacturer is disclosed as the supplier of a standard PL, which is our reference, we propose a decrease in the quality and brand image differentials when: (1) the high‐image NB supplies a standard PL, or (2) a low‐image NB manufacturer is disclosed as the supplier of a premium PL. Whereas we will not expect any change when a high‐image NB manufacturer is disclosed as the supplier of a premium PL. Our results partially support our expectations. [EconLit Citations: M21, M31, Q13].

Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/agr.21871

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:41:y:2025:i:1:p:3-24

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().