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Extending the Retail Brand to Non-traditional Products

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Elisa Martinelli

    (University of Modena and Reggio Emilia)

  • Francesca Canio

    (University of Ferrara)

  • Gianluca Marchi

    (University of Modena and Reggio Emilia)

  • Marina Vignola

    (University of Modena and Reggio Emilia)

Abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional products—in this case over-the-counter pharmaceuticals—are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents—national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN)—impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported—except for INN.

Suggested Citation

  • Elisa Martinelli & Francesca Canio & Gianluca Marchi & Marina Vignola, 2015. "Extending the Retail Brand to Non-traditional Products," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 127-135, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_13
    DOI: 10.1007/978-3-319-20182-5_13
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    Cited by:

    1. Martinelli, Elisa & De Canio, Francesca, 2021. "Purchasing veg private labels? A comparison between occasional and regular buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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