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Extending the Retail Brand to Non-traditional Products

  • Conference paper
Advances in National Brand and Private Label Marketing

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

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Abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional products—in this case over-the-counter pharmaceuticals—are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents—national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN)—impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported—except for INN.

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Author information

Authors and Affiliations

  1. Department of Economics Marco Biagi, University of Modena and Reggio Emilia, Modena, Italy

    Elisa Martinelli, Gianluca Marchi & Marina Vignola

  2. Department of Economics, University of Ferrara, Ferrara, Italy

    Francesca de Canio

Authors
  1. Elisa Martinelli
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  2. Francesca de Canio
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  3. Gianluca Marchi
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  4. Marina Vignola
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Corresponding author

Correspondence to Elisa Martinelli .

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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Martinelli, E., de Canio, F., Marchi, G., Vignola, M. (2015). Extending the Retail Brand to Non-traditional Products. 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_13

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