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Improving the Perceived Quality of Private Brands Using Co-Branding: The Role of Brand Equity and Store Image

Author

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  • Shihyi Chien
  • Chiahui Yu
  • Yichuan Wang
  • Pao-Le Kuo

Abstract

Private brands are typically regarded as lower quality products because of their lower price. Co-branding could be an effective strategy for retailers because it can enhance the quality image of a private brand. This study investigated the effects of the brand equity of national brands and store image on the consumers’ quality perceptions and purchase intentions toward co-branded private brands. We conducted a survey of 354 consumers with purchase experience in a leading convenience store chain in Taiwan. We found that the brand equity of national brands and store image both affect quality perceptions and purchase intentions for co-branded products. We also found that store image has not only an indirect effect on purchase intention through quality perception, but also a direct effect on purchase intention. However, brand equity has only an indirect effect on purchase intention through quality perception.

Suggested Citation

  • Shihyi Chien & Chiahui Yu & Yichuan Wang & Pao-Le Kuo, 2014. "Improving the Perceived Quality of Private Brands Using Co-Branding: The Role of Brand Equity and Store Image," International Journal of Management and Sustainability, Conscientia Beam, vol. 3(9), pages 540-551.
    • Handle: RePEc:pkp:ijomas:v:3:y:2014:i:9:p:540-551:id:983
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    Cited by:

    1. Redler Joern, 2016. "Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy," Marketing of Scientific and Research Organizations, Sciendo, vol. 19(1), pages 59-94, March.

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