Private labels_Kadirov_2015.pdf (658.03 kB)
0/0

Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels

Download (658.03 kB)
journal contribution
posted on 11.08.2020 by Djavlonbek Kadirov
© 2015 Westburn Publishers Ltd. As private labels are consolidating their gains in national markets, a conventional recommendation to national brand manufacturers would most likely be to invest more in marketing in order to increase the perceived quality gap between national brands and private labels. It is assumed that the quality gap would boost consumer willingness to pay a price premium for national brands over private labels. Differing from this conventional approach, the current study focuses on the perceived authenticity gap between national brands and private labels, to explore whether and how this factor influences the effect of marketing and manufacturing variables on willingness to pay. This relationship is relevant in milieus where consumers might take brand authenticity rather than quality perceptions to guide their brand evaluations. The current study finds that the perceived authenticity gap mediates the effect of only some particular conventional marketing tools on willingness to pay. The study suggests that national brand managers should take the presence of private labels in the national markets as an opportunity to exploit the dynamics of authenticity evaluations, rather than as a threat.

History

Preferred citation

Kadirov, D. (2015). Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels. Journal of Marketing Management, 31(17-18), 1773-1798. https://doi.org/10.1080/0267257X.2015.1031265

Journal title

Journal of Marketing Management

Volume

31

Issue

17-18

Publication date

01/01/2015

Pagination

1773-1798

Publisher

Informa UK Limited

Publication status

Published

Contribution type

Article

Online publication date

11/04/2015

ISSN

0267-257X

eISSN

1472-1376

Language

en

Exports