National brands contribute directly and positively to the image of the store but they tend to have a negative effect on the store brand. At the level of the category this negative effect is moderated by the perception of competence and reliability of the retailer in the category. The paper investigates further into the drivers of the perception of competence and reliability of the retailer in the category, providing a complete framework that sheds light on the complex relationship between national brands and store brands.

The emotional osmosis between manufacturer and store brands, 2015-10-22.

The emotional osmosis between manufacturer and store brands

MASSARA, FRANCESCO
2015-10-22

Abstract

National brands contribute directly and positively to the image of the store but they tend to have a negative effect on the store brand. At the level of the category this negative effect is moderated by the perception of competence and reliability of the retailer in the category. The paper investigates further into the drivers of the perception of competence and reliability of the retailer in the category, providing a complete framework that sheds light on the complex relationship between national brands and store brands.
Inglese
Convegno annuale della Società Italiana Marketing
12
Torino
2015
nazionale
contributo
Il Marketing a servizio delle città. Beni culturali e rivitalizzazione urbana
5
9788890766244
Italy
Torino
Società Italiana di Marketing
comitato scientifico
CD-ROM
Settore SECS-P/08 - Economia e Gestione delle Imprese
1
File in questo prodotto:
File Dimensione Formato  
Conferenza 2015a.pdf

non disponibili

Descrizione: Paper pubblicato negli atti del convegno
Dimensione 74.12 kB
Formato Adobe PDF
74.12 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/12548
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • ???jsp.display-item.citation.isi??? ND
social impact