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Title: The role of brand names in determining private label image and purchase intentions
Author: Whelan, Susan Catherine
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2004
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This dissertation investigates the determinants of image and purchase intentions for own brands through the development and testing of two models. The first model addresses where private label brand image comes from. There have been claims that own brands derive their image from the retailer's corporate brand. Others have claimed that the image of own brands comes from leading brands in the same category. However, there is limited empirical evidence to support these claims. The current research examines own brand image in two contexts: firstly where the naming strategy for the own brand is dependent on the retailer's name, and secondly where the naming strategy is to create a specific independent name for the own brand (for example, No.7). The thesis aims to explore the spillover effect from the image of either the retailer or leading national brands onto the retailer's own brand image. The second model in the thesis addresses the long-standing issue of congruence between the purchaser and the products they purchase. The approach taken is to explore whether there are links between human personality and brand personality in this regard. Empirical research was undertaken to test both models using a structured questionnaire which was administered in the Republic of Ireland to shoppers in three stores (N=800). A total of 690 complete cases represent the sample used in the final analysis. This involved three retailers, four private labels and four national brands across the cosmetics and cola categories. Stepwise regression was used to evaluate the private label image model to assess whether private label image is predicted better by retailer image or national brand image using both retailer (Tesco Cola and Tesco Cosmetics) and non-retailer named (St. Bernard Cola and No.7 Cosmetics) private label brands. Structural Equation Modelling was used to test the hypothesized model for private label purchase intentions and to obtain robust information about how constructs interrelate. The second model proposed links between the constructs of human personality, retailer personality, private label personality, satisfaction, involvement and knowledge, measured using standardised existing measures from the literature.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available