I don't like it so I don't buy it - negative perceptions and private label brands

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Nencyz Thiel, Magda and Winchester, Maxwell (2010) I don't like it so I don't buy it - negative perceptions and private label brands. In: ANZMAC 2010. Ballantine, Paul 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'

Item type Book Section
URI https://vuir.vu.edu.au/id/eprint/9722
Official URL http://anzmac2010.org/proceedings/pdf/anzmac10Fina...
ISBN 9780473178208, 9780473178192
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of International Business
Keywords ResPubID22598, branding, consumer perception, consumers, in-store, Australia, U.K., UK
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