The Potential of Co-branding as a Branding Strategy for Premium Private Labels: A Theoretical Assessment

Autor(en)

Olivier Reimann, Udo Wagner

Abstrakt

Based on literature review on private labels (PL), co-branding and celebrity branding, a conceptual framework is developed in which a celebrity brand is used in a co-branding setting as a quality signal for a premium PL product. Similar to previous studies that are limited to PL and national brands (NB) as brand allies in a co-branding setting, we propose that the improved consumer evaluations of a celebrity co-branded, chain-labeled PL product will spill over to the first brand ally. That is the retailer and more specifically his brand image. Since previous research indicates a positive effect of retailer’s brand image on consumer evaluations of its PL, we also suggest that a celebrity co-branding strategy will indirectly (via retailer’s brand image as a mediator), improve consumer evaluations of an individual retailer’s PL product of any tier. The goal of the research is to contribute to the calls for more research on private label and branding as well as on retailer brand equity. This study provides the foundation for and should encourage further research in this area.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Seiten

91 - 94

Anzahl der Seiten

4

DOI

https://doi.org/10.1007/978-3-319-39946-1_11

Publikationsdatum

2016

Peer-reviewed

Ja

ÖFOS 2012

502020 Marktforschung, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Economics, Econometrics and Finance(all), Allgemeine Unternehmensführung und Buchhaltung

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/c042c78e-af76-4f3f-949d-b7be335ce3de