Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels
Journal of Retailing and Consumer Services, 2015, vol. 24, issue C, 94-99
The identification of conditions under which premium or economy private labels are more promising from a consumer perspective is of high managerial relevance. This paper is first to analyze the moderating impact of store-, category-, and private label-characteristics on consumer preferences for premium vs. economy private labels. The results reveal that premium (economy) private labels are more preferred at high-priced (low-priced) retailers and in categories of high (low) brand relevance. However, consumers' believes whether the private label is produced by a well-known manufacturer or the retailer itself do not moderate consumer preferences for premium vs. economy private labels.
Keywords: Premium private labels; Economy private labels; Private label success (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:24:y:2015:i:c:p:94-99
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