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Supplier inferences to enhance private label perceptions

Olson, Erik L.
Journal article, Peer reviewed
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Olson_JBR_2012.pdf (123.0Kb)
URI
http://hdl.handle.net/11250/93530
Date
2012
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  • Scientific articles [1667]
Original version
http://dx.doi.org/10.1016/j.jbusres.2011.02.004
Abstract
In large part due to the expertise of the many manufacturer brands that are private label suppliers, the objective quality gap between private labels and leading manufacturer brands is small-to-none in many cases. The current research examines how consumer beliefs about the manufacturer brand origins of private labels may enhance their subjective appeal, by testing the effectiveness of two retailer-controlled tactics that create specification similarity and sourcing inferences regarding private labels, and the degree to which these inferences close perceptual gaps between private labels and targeted manufacture brands. Both the private label copycat packaging and invitation to compare to the manufacturer brand tactics are found to create such inferences and significantly narrow perceptual gaps, while enhancing retailer attitude.
Description
This is the author’s final, accepted and refereed manuscript to the article
Publisher
Elsevier
Journal
Journal of Business Research

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