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Does PLB Name Really Matter for Retailers? A Case of Negative Publicity

  • Hanna Gendel-GutermanEmail author
  • Shalom Levy
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

A retailer’s brand name is more than just a name or a symbol, it is a tool used to differentiate one retailer from another and advance store positioning. This study examines the effect of retailers’ private label brand (PLB) negative publicity on PLB image, and retailers’ store image as a result of this publicity. Empirical testing was conducted to check this effect in two situations: a private label as a family brand extension of the retailer’s name and a brand name that is independent from the retailer’s name. Findings show that negative publicity mainly has an influence on the PLB's image dimensions, but not on overall store image. PLB name type was found to be insignificant in most cases.

Keywords

Private label Retailer Brand image Negative publicity 

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Economics and Business AdministrationAriel UniversityArielIsrael

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