Consumption-based learning about brand quality

Essays on how private labels share and borrow reputation

M.G. Szymanowski

Research output: ThesisDoctoral ThesisScientific

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Abstract

CONSUMPTION-BASED LEARNING ABOUT BRAND QUALITY: ESSAYS ON HOW PRIVATE LABELS SHARE AND BORROW REPUTATION is a collection of essays exploring the process of consumer cross-brand learning in the context of brands belonging to retailers: the so-called private labels. Private labels have gradually grown in popularity vis-a-vis brands belonging to manufacturers (i.e. national brands), and have captured a sizable portion of packaged goods sales. While the importance of consumer beliefs about the quality of private labels is well established, less is known about the learning processes involved in building these beliefs. This thesis studies two different types of consumption-based cross-brand learning involving private labels. First, we investigate learning across private label brands of different retailers, which are likely to be perceived by consumers as similar to, and diagnostic for, one another. Second, we explore the nature and impact of cross-learning between copycat private labels and the imitated national brands. In both instances, our findings point to substantial cross-brand learning. This suggests that private labels belonging to different retailers share reputation with one another, and borrow reputation from imitated national brands. These phenomena contribute to the ‘perceived familiarity’ of private labels, and shape their choice share vis-à-vis national brands.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • Gijsbrechts, Els, Promotor
Award date7 Dec 2009
Place of PublicationTilburg
Publisher
Print ISBNs9789056682422
Publication statusPublished - 2009

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Private labels
National brands
Retailers
Diagnostics
Learning process
Familiarity

Cite this

Szymanowski, M. G. (2009). Consumption-based learning about brand quality: Essays on how private labels share and borrow reputation. Tilburg: CentER, Center for Economic Research.
Szymanowski, M.G.. / Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation. Tilburg : CentER, Center for Economic Research, 2009. 192 p.
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abstract = "CONSUMPTION-BASED LEARNING ABOUT BRAND QUALITY: ESSAYS ON HOW PRIVATE LABELS SHARE AND BORROW REPUTATION is a collection of essays exploring the process of consumer cross-brand learning in the context of brands belonging to retailers: the so-called private labels. Private labels have gradually grown in popularity vis-a-vis brands belonging to manufacturers (i.e. national brands), and have captured a sizable portion of packaged goods sales. While the importance of consumer beliefs about the quality of private labels is well established, less is known about the learning processes involved in building these beliefs. This thesis studies two different types of consumption-based cross-brand learning involving private labels. First, we investigate learning across private label brands of different retailers, which are likely to be perceived by consumers as similar to, and diagnostic for, one another. Second, we explore the nature and impact of cross-learning between copycat private labels and the imitated national brands. In both instances, our findings point to substantial cross-brand learning. This suggests that private labels belonging to different retailers share reputation with one another, and borrow reputation from imitated national brands. These phenomena contribute to the ‘perceived familiarity’ of private labels, and shape their choice share vis-{\`a}-vis national brands.",
author = "M.G. Szymanowski",
year = "2009",
language = "English",
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series = "CentER Dissertation Series",
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}

Szymanowski, MG 2009, 'Consumption-based learning about brand quality: Essays on how private labels share and borrow reputation', Doctor of Philosophy, Tilburg University, Tilburg.

Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation. / Szymanowski, M.G.

Tilburg : CentER, Center for Economic Research, 2009. 192 p.

Research output: ThesisDoctoral ThesisScientific

TY - THES

T1 - Consumption-based learning about brand quality

T2 - Essays on how private labels share and borrow reputation

AU - Szymanowski, M.G.

PY - 2009

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N2 - CONSUMPTION-BASED LEARNING ABOUT BRAND QUALITY: ESSAYS ON HOW PRIVATE LABELS SHARE AND BORROW REPUTATION is a collection of essays exploring the process of consumer cross-brand learning in the context of brands belonging to retailers: the so-called private labels. Private labels have gradually grown in popularity vis-a-vis brands belonging to manufacturers (i.e. national brands), and have captured a sizable portion of packaged goods sales. While the importance of consumer beliefs about the quality of private labels is well established, less is known about the learning processes involved in building these beliefs. This thesis studies two different types of consumption-based cross-brand learning involving private labels. First, we investigate learning across private label brands of different retailers, which are likely to be perceived by consumers as similar to, and diagnostic for, one another. Second, we explore the nature and impact of cross-learning between copycat private labels and the imitated national brands. In both instances, our findings point to substantial cross-brand learning. This suggests that private labels belonging to different retailers share reputation with one another, and borrow reputation from imitated national brands. These phenomena contribute to the ‘perceived familiarity’ of private labels, and shape their choice share vis-à-vis national brands.

AB - CONSUMPTION-BASED LEARNING ABOUT BRAND QUALITY: ESSAYS ON HOW PRIVATE LABELS SHARE AND BORROW REPUTATION is a collection of essays exploring the process of consumer cross-brand learning in the context of brands belonging to retailers: the so-called private labels. Private labels have gradually grown in popularity vis-a-vis brands belonging to manufacturers (i.e. national brands), and have captured a sizable portion of packaged goods sales. While the importance of consumer beliefs about the quality of private labels is well established, less is known about the learning processes involved in building these beliefs. This thesis studies two different types of consumption-based cross-brand learning involving private labels. First, we investigate learning across private label brands of different retailers, which are likely to be perceived by consumers as similar to, and diagnostic for, one another. Second, we explore the nature and impact of cross-learning between copycat private labels and the imitated national brands. In both instances, our findings point to substantial cross-brand learning. This suggests that private labels belonging to different retailers share reputation with one another, and borrow reputation from imitated national brands. These phenomena contribute to the ‘perceived familiarity’ of private labels, and shape their choice share vis-à-vis national brands.

M3 - Doctoral Thesis

SN - 9789056682422

T3 - CentER Dissertation Series

PB - CentER, Center for Economic Research

CY - Tilburg

ER -

Szymanowski MG. Consumption-based learning about brand quality: Essays on how private labels share and borrow reputation. Tilburg: CentER, Center for Economic Research, 2009. 192 p. (CentER Dissertation Series).