Analyzing the effects of private-label supplier disclosure on retailer image

Pérez-Santamaría, Samanta and Mercedes Martos-Partal

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: Private-label retailers' disclosures of dual manufacturing agreements—that is, agreements with manufacturers that produce both their own national brands and private labels—can affect the images associated with the retailers. In this study, an experiment reveals moderating effects on retailer images, according to the images of both the national brand manufacturers and the retailers; and also depending on the brand equity of the private label. A low-image retailer's disclosure that a national brand manufacturer supplies its private label causes consumers to perceive that the retailer has a higher image. However, the positive effects of private label supplier disclosure on the retailer's image are weaker when the private label enjoys high equity.

Keywords: Retailer image; Brand equity; Private-label suppliers; Private-label quality and image (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002320

DOI: 10.1016/j.jretconser.2021.102666

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