The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.

Affect transfer from national brands to store brands in multi-brand stores, 2018-11.

Affect transfer from national brands to store brands in multi-brand stores

Massara, Francesco
Writing – Original Draft Preparation
;
2018-11-01

Abstract

The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.
Inglese
nov-2018
ago-2018
Elsevier
45
103
110
8
United Kingdom
internazionale
esperti anonimi
con ISI Impact Factor
A stampa
Settore SECS-P/08 - Economia e Gestione delle Imprese
4
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/27074
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