THE LEGITIMACY OF A PRIVATE LABEL FOOD BRAND TO OFFER NEW HEALTHY PRODUCTS "GOOD FOR HUMAN HEALTH" AND ITS IMPACT ON THE PURCHASE INTENTION OF THIS BRAND'S PRODUCTS

Codjovi Rodrigue Dogble ()
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Codjovi Rodrigue Dogble: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Several studies have addressed the issue of brand legitimacy. However, very few studies have focused on the legitimacy of private labels to market or to propose new products that are "good for human health". To fill this gap, we propose a theoretical model that relates the explanatory factors of the legitimacy of a private label on its health commitments. We use a quantitative approach to test our structural model. The data collection concerns several core private labels

Keywords: Brand legitimacy; Private label; Healthy products; intention to buy the brand’s products (search for similar items in EconPapers)
Date: 2022-10-13
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Published in 25ème colloque 2022 – IAE La Rochelle, Oct 2022, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04968641

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