Does store image influence demand for organic store brands?

Paul-Valentin Ngobo and Sylvie Jean

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 621-628

Abstract: This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.

Keywords: Store image; Organic store brands; Panel data; Latent factor count regression (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:621-628

DOI: 10.1016/j.jretconser.2012.08.003

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