Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands

Laurence Carsana () and Alain Jolibert
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Laurence Carsana: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Alain Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: Consumers respond positively to brands they perceive to be authentic. They use various cues to evaluate brand authenticity. The authenticity scale is made of four dimensions: integrity, credibility, symbolism and continuity. This research investigates the role of PLB's perceived authenticity dimensions and provides empirical evidence that, indexical cue as label and brand schematicity influence perceived authenticity dimensions of private-label brands. Compared with brand-aschematic consumers, brand-schematic consumers are more likely to perceive private-label brands as favorable on all dimensions of authenticity. The results also show that brand schematicity, by influencing integrity and credibility dimensions of PLB's perceived authenticity, increases willingness to buy and makes attitudes toward private-label brands more positive. The same result is obtained with indexical cue (label). Indexical cues influence integrity and therefore increase positive PLB attitude.

Keywords: Perceived brand authenticity; Private label brand; Brand schematicity; Ingredient branding (search for similar items in EconPapers)
Date: 2018-01
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Citations: View citations in EconPapers (17)

Published in Journal of retailing and consumer services, 2018, 40, pp.213-220. ⟨10.1016/j.jretconser.2017.10.006⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01984655

DOI: 10.1016/j.jretconser.2017.10.006

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