• Journal of Distribution Research
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• v.8 no.1
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• pp.21-46
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• 2003

Despite importance of private brands in the retail industry, not many studies have been performed on factors affecting consumers' attitude formation toward private brands. This study tries to understand attitude formation toward private brands from the perspective of image congruence. Focusing on three types of image congruence-image congruence between a private brand and a consumer's self, image congruence between a store and a product category used for a private brand, and image congruence between a store and a consumer's self - this study explores relationships and effects of these three types of image congruence on attitudes toward private brands. According to results, image congruence between a private brand and a consumer's self has the strongest effect among three types of image congruence. Image congruence between a store and a product category also has a significant positive effect on attitudes toward private brands. Effects of image congruence between a store and a consumer's self on attitudes toward private brands were opposite to the hypothesized direction, and explanations about the unexpected result are provided.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.467-485
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• 2015

The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.

• Journal of Distribution Research
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• v.13 no.2
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• pp.97-123
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• 2008

Recently, there has been a growing trend toward private brand. Although much has been written about the determinants of attitude and purchase intention on PB, little is known about the influence of manufacturer and retailer trust on private brand purchase. This research addresses three questions:(1) what impact do manufacturer and retailer trust have on private brand purchase?(2) What is a key mediating variable in the relationship retailer between trust(on retailer/manufacture) and purchase intention?(3) Are the impacts of these factors differ depending on the level of customer knowledge? The findings indicate that retailer trust directly influence on the perceived quality, attitude toward private brand, and purchase intention. Manufacturer trust affects on attitude and purchase intention, however, only when it is through perceived quality. In addition, the relative impact of theses two factors differs to some extent, depending on the level of consumer knowledge. When customer knowledge is relatively high, retailer trust is a very important factor influencing perceived quality, attitude and purchase intention. On the other hand, both retailer trust and manufacturer trust are considered when customer knowledge on private brand is low.

• Proceedings of the Korean DIstribution Association Conference
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• 2003.05a
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• pp.127-148
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• 2003

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Journal of Distribution Science
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• v.5 no.2
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• pp.101-117
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• 2007

Recently, in the process of distribution industry's growth, distribution environment is changing rapidly by appearance of new business condition and strategy of multiple store. According to the intensification of competition, recently large discount stores are developing private brand(PB) products for the purpose of product differentiation and profitability. But after the economic crisis in 1997, young housewives and salaried man's that have rational and practical buying pattern become the core consumer's in the large discount stores. Hence low price strategy is not new things for the consumer's anymore. In addition to, acquiring new consumer, many discount stores are establishing new stores at the rural area. But they undergo hardships of establishing new stores at the rural area because of disparity consumer's behavior, income level and consumption's pattern among regions. So, when they try to establish new stores, they need to know consumer's behavior at the region. Therefore the purpose of this study is to analyze preference property for the private brand(PB) of large discount stores in Gyeonggi-Do.

• Journal of Distribution Science
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• v.9 no.4
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• pp.83-91
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• 2011

In addition to the globalization of the distribution industry and intensified competition, the importance of Private Brands has been emphasized, and thus, many studies that clarify the various preceding factors that affect PB purchase intent are being conducted. Following this trend, the purpose of this study is the following. First, the effect of distributor's corporate image on consumer behavior was verified. Second, the perceived quality difference on PB products according to consumers' job was verified. Third, satisfaction difference for PB products according to consumers' job was examined. Research results were shown as the following. First, factorial analysis, conducted to verify distributor's corporate image, gave out the result of ethicality, reliability, stability factors. Among those factors, ethicality and stability were shown to have an effect on brand attitude. However, reliability was not shown to influence PB brand attitude. Second, through the analysis to see the effect of distributor's corporate image on PB product attitude, it was verified that stability has an effect on PB product attitude but ethicality and reliability do not. Third, the analysis to verify the effect of distributor's corporate image on PB product purchase intent showed that ethicality has an effect on purchase intent, but reliability and stability do not. Fourth, housewives, the most active users of distributors, were shown the highest in the research on whether there is perceived quality difference according to consumers' job. Following the group were college students, and then office workers. Fifth, research on the level of satisfaction according to consumers' job showed that there was not a significant difference. The limitations and suggestions of this research were as the following. First, this study could go over each corporate image according to distributor type and characteristics. Due to the vast development of distribution industry, the companies can be classified according to the various types. Therefore, we propose the corporate image of each distributors to be checked, and furthermore, to verify which image of the different types of distributors has positive influence on consumer attitude. Second, PB products should have various perceived quality. However, in this research, it has not been verified which specific factors among the various perceived quality of PB products has a more meaningful influence on consumer attitude. Therefore, we also would like to propose a need for closer research on the specific factors and on which factor has a more positive influence on consumer attitude.

• Journal of Distribution Research
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• v.16 no.4
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• pp.1-27
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• 2011

Introduction: Sales of private labels(PU have been growing m recent years. Globally, PLs have already achieved 20% share, although between 25 and 50% share in most of the European markets(AC. Nielson, 2005). These products are aimed to have comparable quality and prices as national brand(NB) products and have been continuously eroding manufacturer's national brand market share. Stores have also started introducing premium PLs that are of higher-quality and more reasonably priced compared to NBs. Worldwide, many retailers already have a multiple-tier private label architecture. Consumers as a consequence are now able to have a more diverse brand choice in store than ever before. Since premium PLs are priced higher than regular PLs and even, in some cases, above NBs, stores can expect to generate higher profits. Brand extensions and private label have been extensively studied in the marketing field. However, less attention has been paid to the private label extension. Therefore, this research focuses on private label extension using the Multi-Attribute Attitude Model(Fishbein and Ajzen, 1975). Especially there are few studies that consider the hierarchical effect of the PL's two parent brands: store brand and the original PL. We assume that the attitude toward each of the two parent brands affects the attitude towards the extended PL. The influence from each parent brand toward extended PL will vary according to the perceived fit between each parent brand and the extended PL. This research focuses on how these two parent brands act as reference points to one another in the consumers' choice consideration. Specifically we seek to understand how store image and attitude towards original PL affect consumer perceptions of extended premium PL. How consumers perceive extended premium PLs could provide strategic suggestions for retailer managers with specific suggestions on whether it is more effective: to position extended premium PL similarly or dissimilarly to original PL especially on the quality dimension and congruency with store image. There is an extensive body of research on branding and brand extensions (e.g. Aaker and Keller, 1990) and more recently on PLs(e.g. Kumar and Steenkamp, 2007). However there are no studies to date that look at the upgrading and influence of original PLs and attitude towards store on the premium PL extension. This research wishes to make a contribution to this gap using the perceived fit difference between parent brands and extended premium PL as the context. In order to meet the above objectives, we investigate which factors heighten consumers' positive attitude toward premium PL extension. Research Model and Hypotheses: When considering the attitude towards the premium PL extension, we expect four factors to have an influence: attitude towards store; attitude towards original PL; perceived congruity between the store image and the premium PL; perceived similarity between the original PL and the premium PL. We expect that all these factors have an influence on consumer attitude towards premium PL extension. Figure 1 gives the research model and hypotheses. Method: Data were collected by an intercept survey conducted on consumers at discount stores. 403 survey responses were attained (total 59.8% female, across all age ranges). Respondents were asked to respond to a series of Questions measured on 7 point likert-type scales. The survey consisted of Questions that measured: the trust towards store and the original PL; the satisfaction towards store and the original PL; the attitudes towards store, the original PL, and the extended premium PL; the perceived similarity of the original PL and the extended premium PL; the perceived congruity between the store image and the extended premium PL. Product images with specific explanations of the features of premium PL, regular PL and NB we reused as the stimuli for the Question response. We developed scales to measure the research constructs. Cronbach's alphaw as measured each construct with the reliability for all constructs exceeding the .70 standard(Nunnally, 1978). Results: To test the hypotheses, path analysis was conducted using LISREL 8.30. The path analysis for verification of the model produced satisfactory results. The validity index shows acceptable results(${\chi}^2=427.00$(P=0.00), GFI= .90, AGFI= .87, NFI= .91, RMSEA= .062, RMR= .047). With the increasing retailer use of premium PLBs, the intention of this research was to examine how consumers use original PL and store image as reference points as to the attitude towards premium PL extension. Results(see table 1 & 2) show that the attitude of each parent brand (attitudes toward store and original pL) influences the attitude towards extended PL and their perceived fit moderates these influences. Attitude toward the extended PL was influenced by the relative level of perceived fit. Discussion of results and future direction: These results suggest that the future strategy for the PL extension needs to consider that positive parent brand attitude is more strongly associated with the attitude toward PL extensions. Specifically, to improve attitude towards PL extension, building and maintaining positive attitude towards original PL is necessary. Positioning premium PL congruently to store image is also important for positive attitude. In order to improve this research, the following alternatives should also be considered. To improve the research model's predictive power, more diverse products should be included in study. Other attributes of product should also be included such as design, brand name since we only considered trust and satisfaction as factors to build consumer attitudes.

• Journal of Distribution Science
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• v.4 no.1
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• pp.5-26
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• 2006

As the capital of knowledge becomes more important than traditional capital like land or labor in the 21st century, the most competitive resource for corporations is knowledge. Furthermore, corporations may evaluate and improve latent knowledge of 'intellectual capital(IC)' within organizations, which will enhance their performance in the future. However, most Korea Distribution Companies have evaluated only tangible assets, ignoring latent capital. Since enterpreneurs have recognized that they cannot explain the difference between maret value and book value, the major advanced states lead to more sophisticated techniques to evaluate IC value. Although it is extremely important and urgent to evaluate IC value, the indexes of evaluating IC have never been examined and have been adopted by many corporations. Therfore, this study intends to develop a index for IC valuation. This study hopes to give some insights into the practical use of intellectual capital for the Korea Distribution Companies and help them develop a strategic perspective to enhance their competitiveness.