The aim of this thesis is to provide a systematic overview of existing literature, dealing with the concept of private label brand Image and store image and about the studies that have dealt with the interrelation between the two variables.
Private label brands (PLBs) have gained tremendously in significance over the past decades. While at their first appearance in the market place in 1920 they only had to face little competition by now numerous large wholesalers offer private labels in a large number of product categories. Since competition has intensified retailers have become more engaged in developing an efficient differentiation strategy. In this context it has been found that the implementation of a private label program can contribute to a number of benefits for retailers as well as for consumers. Alongside an improved bargaining power vis-à-vis manufacturers resulting in lower wholesale prices for national brands (NBs).
Private label brands can account for higher margins compared to NBs and they furthermore have the potential to serve as a significant determinant for store differentiation by expanding a retailers' merchandise with a unique alternative that is store specific and thus can contribute to increased store traffic and ultimately to more customers being loyal towards a certain store
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- Introduction
- Structure of Thesis
- Chapter 2: Literature Review on Private Label Brand Image
- Private Label Brand Image
- Consumer Attitudes towards Private Label Brands
- Moderators of Private Label Brand Image
- Chapter 3: Literature Review on Store Image
- Store Image
- Dimensions of Store Image
- Moderators of Store Image
- Chapter 4: The Interrelationship between Private Label Brand Image and Store Image
- The Impact of Private Label Brand Image on Store Image
- The Impact of Store Image on Private Label Brand Image
- Reflective Abstract of the Interrelation between Private Label Brand Image and Store Image
- Chapter 5: Conclusion and Implications for Future Research
- Conclusion
- Implications for Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to investigate the relationship between private label brand image and store image. It explores how the image of private labels can influence store image and vice versa. The study draws upon existing research to provide a comprehensive overview of this interrelationship, considering various factors that influence consumer perceptions.
- The impact of private label brand image on store image
- The impact of store image on private label brand image
- Factors influencing consumer attitudes towards private label brands
- Attributes contributing to store image
- Moderator variables influencing consumer perception
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the topic of private label brands and their potential to influence store image. It outlines the structure of the thesis and provides a brief overview of the research objectives.
Chapter 2 delves into the concept of private label brand image, exploring consumer attitudes towards these brands and the factors that influence their perception. Key moderators influencing private label brand image are also discussed.
Chapter 3 focuses on store image, examining its multidimensionality and the attributes that contribute to consumer perceptions. The chapter also identifies relevant moderator variables affecting store image.
Chapter 4 presents a comprehensive analysis of the interrelationship between private label brand image and store image. It explores how the image of private labels can affect store image and vice versa, drawing upon various studies and findings.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this thesis include private label brands, store image, consumer attitudes, brand image, moderator variables, perception, and the interrelationship between private label brand image and store image.
- Arbeit zitieren
- Jana Defontis (Autor:in), 2017, The Interrelation between Private Label Brand Image and Store Image. A Systematic Literature Overview, München, GRIN Verlag, https://www.grin.com/document/915008
