Nencyz Thiel, Magda and Winchester, Maxwell ORCID: 0000-0001-5458-517X (2010) I don't like it so I don't buy it - negative perceptions and private label brands. In: ANZMAC 2010. Ballantine, P and Finsterwalder, Jörg, eds. Dept. of Management, University of Canterbury, Christchurch, N.Z..

Abstract

This study considers brand users’ and non-users’ negative beliefs of private label brands. Analysis of perceptual data of private labels is conducted in five categories across Australia and three categories in the UK. The results are consistent with findings from past research, and show that non-users of private labels are less or equally likely to associate a brand with a negative attribute that is category specific than brand users. However, analysis for ‘stereotype’ attributes such as low quality or high risk, show a rare, reverse evaluative pattern, in that non-users are more likely to associate a brand with this attribute than brand users. This suggests that unlike the findings of previous empirical research, private label brands may be rejected prior to trial. --Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 held, Canterbury, New Zealand, 29 November - 1 December 2010. Theme: ‘Doing More with Less'

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