2017 | 51 | 2 |
Article title

Antecedencje postrzeganego przez konsumenta kapitału marek własnych – model koncepcyjny

Title variants
Languages of publication
The objective of this paper is to present a conceptual model of antecedents of store brand (SB) equity (SBBE) that aims to identify the effects of SB advertising spend, attitudes toward SB advertisements, SB price promotions, and SB non-price promotions on the metrics of SBBE (i.e. SB awareness, SB associations, SB perceived quality, and SB loyalty), overall and with regard to retail format differences across three retail formats. For this purpose an extensive literature review is introduced. This paper provides key directions to brand managers regarding store brand assortment. There is emphasized that the expected outcomes of this research project are not only of great importance to build the academic literature on SBs, but are also of immense value to practitioners and SB managers.
Celem artykułu jest prezentacja koncepcyjnego modelu antecedencji postrzeganego przez konsumenta kapitału marek własnych (KMW), który zmierza do identyfikacji efektów postrzegania przez konsumenta wydatków reklamowych związanych z markami własnymi (MW), postawy względem reklamy MW oraz postrzegania przez konsumenta promocji cenowych i niecenowych MW na wymiary KMW zarówno ogółem, jak i w odniesieniu do trzech typów sklepów. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat. Podkreślono znaczenie oczekiwanych wyników dla rozwoju literatury naukowej dotyczącej MW oraz dla praktyków i menedżerów MW.
Physical description
  • Aaker, D., Managing Brand Equity. Capitalizing on the Value of Brand Name, the Free Press, New York 1991.
  • Ailawadi, K., Harlam, B., An Empirical Analysis of the Determinants of Retail Margins: The Role of StoreBrand Share, “Journal of Marketing”, vol. 68, no. 1, January 2004, pp. 147–165.
  • Ailawadi, K., Pauwels, K., Steenkamp, J.B., Private Label Use and Store Loyalty, “Journal of Marketing”, vol. 72, no. 6, November 2008, pp. 19–30.
  • Ailawadi, K.L., Keller K.L., Understanding Retail Branding: Conceptual Insights and Research Priorities, “Journal of Retailing”, vol. 80, no. 4, 2004, pp. 331–342.
  • Baltas, G . Argouslidis, P . ConsumerCharacteristics and Demand for Store Brands, “Journal of Retail & Distribution Management”, vol. 35, no. 5, 2007, pp. 328–341.
  • Beristain, J . Zorrilla, P . The Relationship Between Store Image and Store Brand Equity: A Conceptual Framework and Evidence From Hypermarkets, “Journal of Retailing and Consumer Services”, vol. 18, no. 6, 2011, pp. 562–574.
  • Bonfer, A . Chintagunta, P . Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?, “Review of Industrial Organization”, vol. 24 no. 2, 2004, pp. 195–218.
  • Buil, I., de Chernatony, L., Martínez E., Examining the Role of Advertising and Sales Promotions in Brand Equity Creation, “Journal of Business Research”, vol. 66, no. 1, 2013, pp. 115–122.
  • Calvo-Porral, C., Lévy-Mangin, J-P., Private Label Brands: Major Perspective of Two Customer-Based Brand Equity Models, “The International Review of Retail, Distribution and Consumer Research”, vol. 24, no. 4, 2014, pp. 431–452.
  • Campbell, L., Diamond, W., Framingand Sales Promotions: The Characteristics of a “Good Deal”, “Journal of Consumer Marketing”, vol. 7, no. 4, 1990, pp. 25–231.
  • Chu, S . Keh, H . . Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings, “Marketing Letters”, vol. 17, no. 4, 2006, pp. 323–331.
  • Cobb-Walgren, C., Ruble, C.A., Donthu, N., Brand Equity, Brand Preference and Purchase Intent, “Journal of Advertising”, vol. 24, no. 3, 1995, pp. 25–40.
  • Collins-Dodd, C., Lindley, T., Store Brands and Retail Differentiation: The Influence of Store Image and Store Brand Attitude on Store Own Brand Perceptions, “Journal of Retailing and Consumer Services”, vol. 10, no. 6, 2003, pp. 345–352.
  • Cuneo, A., Lopez, P., Yagüe J.M., Measuring Private Labels Brand Equity: A Consumer Perspective, “European Journal of Marketing”, vol. 46, no. 7/8, 2012a, pp. 952–964.
  • Cuneo, A., Lopez, P., Yagüe J.M., Private Label Brands: Measuring Equity Across Consumer Segments, “Journal of Product & Brand Management”, vol. 21, no. 6, 2012b, pp. 428–438.
  • De Wulf, K., Oderkerken-Shroder, G., Goedertier, F., Van Ossel, G., Consumer Perceptions of Store Brands Versus National Brands, “Journal of Consumer Marketing”, vol. 22, no. 4, 2005, pp. 223–232.
  • DelVecchio, D . Henard, D., Freling, T., The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta-Analysis, “Journal of Retailing”, vol. 82, no. 3, 2006, pp. 203–213.
  • Dursun, İ., Tümer Kabadayi, E., Koçan Alan, A., Sezen, B., Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space, “Journal of Global Strategic Management”, vol. 5, no. 2, 2011, pp. 113–123.
  • Garretson, J., Fisher, D., Burton, S., Antecedents of Private Label Attitude and National Brands Promotion Attitude: Similarities and Differences, “Journal of Retailing”, vol. 78, no. 2, 2002, pp. 91–99.
  • Gedenk, K . Neslin, S . The Role of Retail Promotion in Determining Future Brand Loyalty: Its Effect on Purchase Event Feedback, “Journal of Retailing”, vol. 75, no. 4, 1999, pp. 433–459.
  • Hoch, S., How Should National Brands Think about Private Labels?, “MIT Sloan Management Review”, vol. 37, January 1996, pp. 89–102.
  • Jørgensen, S., Taboubi, S., Zaccour, G., Retail Promotions with Negative Brand Effects: Is Cooperation Possible?, “European Journal of Operational Research”, vol. 150, no. 2, 2003, pp. 395–405.
  • Keller, K., Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (3 rd ed.), Prentice Hall, New York 2007.
  • Kumar, N., Steenkamp, J.-B.E.M., Private Label Strategy, Harvard Business School Press, Cambridge, MA 2007.
  • Mieres, C. Martín, A.M.D., Díaz Gutiérrez, A.M., Trespalacios, J.A., Inflence of Perceived Risk on Store Brand Proneness, “International Journal of Retail & Distribution Management”, vol. 34, no. 10, 2006b, 761–772.
  • Mieres, C., Martín, A.M.D., Díaz Gutiérrez, A.M., Trespalacios, J.A., Antecedents of the Difference in Perceived Risk Between Store Brands and National Brands, “European Journal of Marketing”, vol. 40, no. 1/2, 2006a, pp. 61–82.
  • Montaner, T . Pina, J., The Effect of Promotion Type and Benefit Congruency on Brand Image, “Journal of Applied Business Research”, vol. 24, no. 3, 2008, pp. 15–28.
  • Moorthy, S., Hawkins, S.A., Advertising Repetition and Quality Perception, “Journal of Business Research”, vol. 58, no. 3, 2005, pp. 354–360.
  • Nielsen/PLMA. (2012). Private Label Market Share Yearbook. (access:5.09.2013).
  • Palazón, M., Delgado-Ballester, E., Effectiveness of Price Discounts and Premium Promotions, “Psychology and Marketing”, vol. 26, no. 12, 2009, pp. 1108–1129.
  • Rajiv, S., Dutta, S., Dhar, S., Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence, “Marketing Science”, vol. 21, no. 1, 2002, pp. 74–96.
  • Raju, J., Sethuraman, R., Dhar, S., The Introduction and Performance of Store Brands, “Management Science”, vol. 41, no. 6, 1995, pp. 957–978.
  • Rao, A., Monroe, K., The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review, “Journal of Marketing Research”, vol. 26, no. 3, 1989, pp. 351–357.
  • Sayman, S., Hoch, S., Raju, J., Positioning of Store Brands, “Marketing Science”, vol. 21, no. 4, 2002, pp. 378–397.
  • Sethuraman, R . A Model of How Discounting High-Priced Brands Affects the Sales of Low-Priced Brands, “Journal of Market Research”, vol. 33, no. 4, 1996, pp. 399–409.
  • Sethuraman, R., Raju, J., The Competition between National Brands and Store Brands: Models, Insights, Implications, and Future Research Directions, “Foundations and Trends® in Marketing”, vol. 7, no. 1, 2012, pp. 1–108.
  • Sprott, D., Shimp, T . Using Product Sampling to Augment the Perceived Quality of Store Brands, “Journal of Retailing”, vol. 80, no. 3, 2004, pp. 305–15.
  • Steenkamp, J.-B.E.M., Dekimpe, M.G., The Increasing Power of Store Brands: Building Loyalty and Market Share, “Long Range Planning”, vol. 30, no. 6, 1997, pp. 917–930.
  • Villarejo-Ramos, A.F., Sánchez-Franco, M.J., The Impact of Marketing Communication and Price Promotion on Brand Equity, “Journal of Brand Management”, vol. 12, no. 6, 2005, pp. 431–444.
  • Wang, F., Zhang, X.-P., Ouyang M., Does Advertising Create Sustained Firm Value? The Capitalization of Brand Intangible, “Journal of the Academy of Marketing Science”, vol. 37, no. 2, 2009, pp. 130–143.
  • Yoo, B. Donthu, N., Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale, “Journal of Business Research”, vol. 52, no. 1, 2001, pp. 1–14.
  • Yoo, B. Donthu, N . Lee, S., An Examination of Selected Marketing Mix Elements and Brand Equity, “Journal of the Academy of Marketing Science”, vol. 28, no. 2, 2000, pp. 195–211.
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.