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EnglishNational 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.
| Autori: | |
| Titolo: | The emotional osmosis between manufacturer and store brands |
| Tipo: | proceedings paper - contributo in atti di convegno, pubblicato |
| Lingua: | eng |
| Data di pubblicazione: | 22-ott-2015 |
| Numero di pagine: | 5 |
| Nazione editore: | IT |
| Luogo di pubblicazione: | Torino |
| Nome editore: | Società Italiana di Marketing |
| Abstract: | National brands contribute directly and positively to the image of the store but they tend to hav...e 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. |
| Citazione: | The emotional osmosis between manufacturer and store brands, 2015-10-22. |
| Appare nelle tipologie: | 4.01 Contributo in atti di convegno (pubblicato) |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Conferenza 2015a.pdf | Paper pubblicato negli atti del convegno | N/A | Administrator |
http://hdl.handle.net/10808/12548
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