Branding in Private Labels of Favorite Corporations: Impact on Consumer Perception and Preference

Kerly Gissel Garcia Sánchez () and Wilson German Nieto Aguilar ()
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Kerly Gissel Garcia Sánchez: Universidad Tecnológica Israel, Department Business Administration
Wilson German Nieto Aguilar: Universidad Tecnológica Israel, Department Business Administration

Chapter 23 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 279-290 from Springer

Abstract: Abstract This study examines the impact of branding on Ecuadorian consumers’ perception and preference for Corporación Favorita’s own brands. The implementation of visual identity, communication and positioning strategies is investigated with the aim of consolidating its presence in the market and competing effectively with manufacturers’ brands. To carry out this research, a quantitative methodology was implemented through surveys carried out on 1052 people residing in the province of Pichincha. Of the total participants, 55.3% identified as female, 43.6% as male, and 1.1% were included in the category of another identities/non-binary. Regarding geographical distribution, 59.6% of respondents resided in Quito, while 40.4% came from other localities in the province. Analysis of the data, based on cross-tabulations and chi-square tests, reveals that 64.9% of respondents have been exposed to Supermaxi advertising on television. However, 39.2% maintain a neutral perception when comparing the image of their own brands with those of manufacturers. Despite this, 45.2% of the surveyed population has purchased private label products, such as Sabiloe, suggesting a growing trend toward the adoption of these brands.

Keywords: Branding; Private labels; Consumer perception; Positioning; Marketing strategy (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24600-4_23

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DOI: 10.1007/978-3-032-24600-4_23

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