Let your banner wave?

Antecedents and performance implications of retailers' private-label branding strategies

Kristopher Keller, Marnik Dekimpe, Inge Geyskens

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding – and avoid an explicit link between store brand and retail banner. Hypotheses are tested on a large pan-European sample of premium and economy tiers that were introduced over almost 15 years. For the premium tier, retailers’ propensity to use store-banner branding is higher when they have a HiLo price format, a higher brand equity, and when they have used store-banner branding in the past (on their standard tier and in other markets). The attractiveness of using store-banner branding for the premium tier also varies across countries: it is more likely to be chosen when the retail environment is less concentrated, when uncertainty avoidance and rule of law are higher, and when power distance is lower. For most of these drivers, the effect is significantly weaker for the economy tier. Retailers whose premium-tier branding decision is congruent with the proposed contingency framework perform better. For the economy tier, congruence is not associated with higher performance.
Original languageEnglish
Pages (from-to)1-19
JournalJournal of Marketing
Volume80
Issue number4
DOIs
Publication statusPublished - Jul 2016

Fingerprint

Banner
Branding
Retailers
Private labels
Branding strategy
Premium
Retail
Brand equity
High performance
Ownership
Contingency
Uncertainty avoidance
Power distance
Rule of law
Logos
Store brands
Congruence
Attractiveness
Propensity

Keywords

  • retailing
  • private labels
  • branding
  • international marketing

Cite this

@article{864635690ba140159369884232b1116b,
title = "Let your banner wave?: Antecedents and performance implications of retailers' private-label branding strategies",
abstract = "The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding – and avoid an explicit link between store brand and retail banner. Hypotheses are tested on a large pan-European sample of premium and economy tiers that were introduced over almost 15 years. For the premium tier, retailers’ propensity to use store-banner branding is higher when they have a HiLo price format, a higher brand equity, and when they have used store-banner branding in the past (on their standard tier and in other markets). The attractiveness of using store-banner branding for the premium tier also varies across countries: it is more likely to be chosen when the retail environment is less concentrated, when uncertainty avoidance and rule of law are higher, and when power distance is lower. For most of these drivers, the effect is significantly weaker for the economy tier. Retailers whose premium-tier branding decision is congruent with the proposed contingency framework perform better. For the economy tier, congruence is not associated with higher performance.",
keywords = "retailing, private labels, branding, international marketing",
author = "Kristopher Keller and Marnik Dekimpe and Inge Geyskens",
year = "2016",
month = "7",
doi = "10.1509/jm.15.0154",
language = "English",
volume = "80",
pages = "1--19",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "American Marketing Association",
number = "4",

}

Let your banner wave? Antecedents and performance implications of retailers' private-label branding strategies. / Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge.

In: Journal of Marketing, Vol. 80, No. 4, 07.2016, p. 1-19.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Let your banner wave?

T2 - Antecedents and performance implications of retailers' private-label branding strategies

AU - Keller, Kristopher

AU - Dekimpe, Marnik

AU - Geyskens, Inge

PY - 2016/7

Y1 - 2016/7

N2 - The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding – and avoid an explicit link between store brand and retail banner. Hypotheses are tested on a large pan-European sample of premium and economy tiers that were introduced over almost 15 years. For the premium tier, retailers’ propensity to use store-banner branding is higher when they have a HiLo price format, a higher brand equity, and when they have used store-banner branding in the past (on their standard tier and in other markets). The attractiveness of using store-banner branding for the premium tier also varies across countries: it is more likely to be chosen when the retail environment is less concentrated, when uncertainty avoidance and rule of law are higher, and when power distance is lower. For most of these drivers, the effect is significantly weaker for the economy tier. Retailers whose premium-tier branding decision is congruent with the proposed contingency framework perform better. For the economy tier, congruence is not associated with higher performance.

AB - The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding – and avoid an explicit link between store brand and retail banner. Hypotheses are tested on a large pan-European sample of premium and economy tiers that were introduced over almost 15 years. For the premium tier, retailers’ propensity to use store-banner branding is higher when they have a HiLo price format, a higher brand equity, and when they have used store-banner branding in the past (on their standard tier and in other markets). The attractiveness of using store-banner branding for the premium tier also varies across countries: it is more likely to be chosen when the retail environment is less concentrated, when uncertainty avoidance and rule of law are higher, and when power distance is lower. For most of these drivers, the effect is significantly weaker for the economy tier. Retailers whose premium-tier branding decision is congruent with the proposed contingency framework perform better. For the economy tier, congruence is not associated with higher performance.

KW - retailing

KW - private labels

KW - branding

KW - international marketing

U2 - 10.1509/jm.15.0154

DO - 10.1509/jm.15.0154

M3 - Article

VL - 80

SP - 1

EP - 19

JO - Journal of Marketing

JF - Journal of Marketing

SN - 0022-2429

IS - 4

ER -