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Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands

Author

Listed:
  • Laurence Carsana

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Alain Jolibert

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

Abstract

Consumers respond positively to brands they perceive to be authentic. They use various cues to evaluate brand authenticity. The authenticity scale is made of four dimensions: integrity, credibility, symbolism and continuity. This research investigates the role of PLB's perceived authenticity dimensions and provides empirical evidence that, indexical cue as label and brand schematicity influence perceived authenticity dimensions of private-label brands. Compared with brand-aschematic consumers, brand-schematic consumers are more likely to perceive private-label brands as favorable on all dimensions of authenticity. The results also show that brand schematicity, by influencing integrity and credibility dimensions of PLB's perceived authenticity, increases willingness to buy and makes attitudes toward private-label brands more positive. The same result is obtained with indexical cue (label). Indexical cues influence integrity and therefore increase positive PLB attitude.

Suggested Citation

  • Laurence Carsana & Alain Jolibert, 2018. "Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands," Post-Print hal-01984655, HAL.
    • Handle: RePEc:hal:journl:hal-01984655
    DOI: 10.1016/j.jretconser.2017.10.006
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    Citations

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    Cited by:

    1. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski & Barbara Rostecka, 2021. "Towards Sustainable Private Labels in an Autonomous Community during COVID-19—Analysis of Consumer Behavior and Perception on the Example of Tenerife," Sustainability, MDPI, vol. 13(13), pages 1-22, July.
    2. Zhou, Fei & Mou, Jian & Su, Qiulai & Jim Wu, Yen Chun, 2020. "How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    4. Kim, Sun-Hwa & Huang, Ran, 2021. "Understanding local food consumption from an ideological perspective: Locavorism, authenticity, pride, and willingness to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Sandra Horvat & Tanja Komarac & Durdana Ozretic Dosen, 2021. "Perceived Private Label Authenticity: A Two-Study Analysis," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 47-66.
    6. Han, Seoungmin, 2024. "Consumer Perceptions of AI-Generated Content and Disclaimer in Terms of Authenticity, Deception, and Content Attribute," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302503, International Telecommunications Society (ITS).
    7. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. 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.
    9. Yin, Chin-Ching & Tang, Yun-Chia & Chiu, Hung-Chang & Hsieh, Yi-Ching & Lai, Yi-Ting, 2023. "Telling an authentic story by aligning with your product type and price," Journal of Business Research, Elsevier, vol. 161(C).
    10. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Bulmer, Sandy & Palakshappa, Nitha & Dodds, Sarah & Harper, Sarah, 2024. "Sustainability, brand authenticity and Instagram messaging," Journal of Business Research, Elsevier, vol. 175(C).
    12. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. Lee, Garim & Kim, Hye-Young, 2024. "Human vs. AI: The battle for authenticity in fashion design and consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Robert Zniva & Wolfgang J. Weitzl & Christina Lindmoser, 2023. "Be constantly different! How to manage influencer authenticity," Electronic Commerce Research, Springer, vol. 23(3), pages 1485-1514, September.
    15. Hanna Górska-Warsewicz & Sylwia Żakowska-Biemans & Maksymilian Czeczotko & Monika Świątkowska & Dagmara Stangierska & Ewa Świstak & Agnieszka Bobola & Julita Szlachciuk & Karol Krajewski, 2018. "Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market," Sustainability, MDPI, vol. 10(7), pages 1-28, July.
    16. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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