Citation

Must Store Brand Strategy, Company Image and Strategic Positioning Inconsistency and their effects on Price and Quality Expectations

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This study examines the role of multi store brand strategies, company image and strategic positioning inconsistency on store brand evaluations. A two-phases experimental study with packaged goods and two samples (students and general public) was used. Findings suggest that multi brand strategies and company image have relevant and positive effects on store brand evaluations, showing general consistency with previous research. Exploratory findings suggest that strategic positioning inconsistency (e.g., value positioned companies launching premium-promise brands or viceversa) may generate better overall results than multi store brand consistency strategies, when one of the store brands is the company brand.
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0 (1),

Author's Keywords:

store brands, private labels, retail strategy, positioning, company image
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Association:
Name: BALAS
URL:
http://http://www.balas.org/


Citation:
URL: http://citation.allacademic.com/meta/p1361653_index.html
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MLA Citation:

Olavarrieta, Sergio. and Nulñez, Daniela. "Must Store Brand Strategy, Company Image and Strategic Positioning Inconsistency and their effects on Price and Quality Expectations" Paper presented at the annual meeting of the BALAS, University of San Diego, San Diego, USA, Mar 21, 2018 <Not Available>. 2018-10-15 <http://citation.allacademic.com/meta/p1361653_index.html>

APA Citation:

Olavarrieta, S. and Nulñez, D. , 2018-03-21 "Must Store Brand Strategy, Company Image and Strategic Positioning Inconsistency and their effects on Price and Quality Expectations" Paper presented at the annual meeting of the BALAS, University of San Diego, San Diego, USA Online <PDF>. 2018-10-15 from http://citation.allacademic.com/meta/p1361653_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examines the role of multi store brand strategies, company image and strategic positioning inconsistency on store brand evaluations. A two-phases experimental study with packaged goods and two samples (students and general public) was used. Findings suggest that multi brand strategies and company image have relevant and positive effects on store brand evaluations, showing general consistency with previous research. Exploratory findings suggest that strategic positioning inconsistency (e.g., value positioned companies launching premium-promise brands or viceversa) may generate better overall results than multi store brand consistency strategies, when one of the store brands is the company brand.


 
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