The role of brand-specific traditions and consumer self-identity factors in shaping private label brand attitudes

Brian Whelan
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Brian Whelan: Assistant Professor of Marketing, College of Business, Western Carolina University, USA

Journal of Brand Strategy, 2024, vol. 13, issue 4, 380-390

Abstract: Private label brands have grown exponentially over the past several decades and represent an important part of the retail sector globally. To date, there has been extensive research conducted on numerous factors regarding private label brand pricing, promotion strategies and brand loyalty, but little is known about the impact that consumers’ overall attitudes towards branded products have on their private label brand attitudes. This paper examines influencing factors for consumers’ attitudes towards private label brands in the USA through the framework of the meaning of branded products scale. Using partial least squares (PLS) regression structural equation modelling, the author demonstrates that certain branded product meanings influence the formation of consumers’ attitudes towards private label brands. A structural equation model was created and tested using an online survey on brand attitudes (n = 391). Empirical results are presented, along with a discussion of managerial implications and future research directions.

Keywords: private label brands; brand attitudes; family traditions; national traditions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:4:p:380-390

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