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Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

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  • Rossi, Patricia
  • Borges, Adilson
  • Bakpayev, Marat

Abstract

Consumers increasingly consider private labels to be as good as national brands. This research raises the question of whether national brands and private labels equally affect consumers’ sensory perceptions and purchase intentions. The results of two studies show that consumers reverse their evaluation of private labels (vs. national brands) when tasting the product in an informed (vs. blind) condition. When consumers are not aware of brand names, they indicate better taste and higher purchase intentions for private labels. However, the opposite is true when they try products in an informed condition. We discuss the implications for private labels and national brands.

Suggested Citation

  • Rossi, Patricia & Borges, Adilson & Bakpayev, Marat, 2015. "Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 74-79.
    • Handle: RePEc:eee:joreco:v:27:y:2015:i:c:p:74-79
    DOI: 10.1016/j.jretconser.2015.07.006
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    2. Fuduric, Morana & Varga, Akos & Horvat, Sandra & Skare, Vatroslav, 2022. "The ways we perceive: A comparative analysis of manufacturer brands and private labels using implicit and explicit measures," Journal of Business Research, Elsevier, vol. 142(C), pages 221-241.
    3. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Sbonelo Ndlovu, 2019. "Prevailing Perceptions and the Growth of Private Label Brands in Africa and Europe: An Overview," Journal of Economics and Behavioral Studies, AMH International, vol. 11(5), pages 76-83.
    5. Karoui, Sedki & Behi, Azza Temessek & Fehri, Dorsaf & Belaid, Samy & Lacoeuilhe, Jérôme, 2024. "Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Assarzadegan, Parisa & Hejazi, Seyed Reza & Raissi, Gholam Ali, 2020. "An evolutionary game theoretic model for analyzing retailers’ behavior when introducing economy and premium private labels," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    8. Konuk, Faruk Anıl, 2021. "The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Sheikh Basharul Islam & Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2021. "Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach," FIIB Business Review, , vol. 10(2), pages 133-145, June.
    10. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    11. Baek, Tae Hyun & Yoon, Sukki, 2020. "Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. Claudia Symmank, 2019. "Extrinsic and intrinsic food product attributes in consumer and sensory research: literature review and quantification of the findings," Management Review Quarterly, Springer, vol. 69(1), pages 39-74, February.
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    14. Konuk, Faruk Anıl, 2018. "The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 304-310.

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