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Advances in National Brand and Private Label Marketing pp 95–102Cite as

Private Labels and National Brands: A Comparison Within Brand Extension

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Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

This paper focuses on private labels and manufacturers’ brands; its specific goal is to answer the question whether they are the same in terms of their brand extension effectiveness. The paper reports the results of three experimental studies which analyze the impact of category fit and brand knowledge on brand extension of private label vs. national brands. The results seem to support the view that private labels differ from national brands; contrary to what stated by the branding literature both category fit and brand knowledge, have no significant effect on their extension evaluations.

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Author information

Authors and Affiliations

  1. EMLYON Business School, Écully, France

    Monica Grosso

  2. Bocconi University & SDA Bocconi School of Management, Milano, Italy

    Sandro Castaldo

Authors
  1. Monica Grosso
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  2. Sandro Castaldo
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Corresponding author

Correspondence to Monica Grosso .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economy and Business, University of Almeria, Almeria, Spain

    Juan Carlos Gázquez-Abad

  3. Cox School of Business, Southern Methodist University, Dallas, TX, USA

    Raj Sethuraman

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© 2015 Springer International Publishing Switzerland

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Grosso, M., Castaldo, S. (2015). Private Labels and National Brands: A Comparison Within Brand Extension. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_10

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