The Interrelation between Private Label Brand Image and Store Image. A Systematic Literature Overview

Thèse de Bachelor , 2017 , 35 Pages , Note: 2,0

Gestion d'entreprise - marketing en ligne et marketing hors ligne

The aim of this thesis is to provide a systematic overview of existing literature, dealing with the concept of private label brand Image and store image and about the studies that have dealt with the interrelation between the two variables.
Private label brands (PLBs) have gained tremendously in significance over the past decades. While at their first appearance in the market place in 1920 they only had to face little competition by now numerous large wholesalers offer private labels in a large number of product categories. Since competition has intensified retailers have become more engaged in developing an efficient differentiation strategy. In this context it has been found that the implementation of a private label program can contribute to a number of benefits for retailers as well as for consumers. Alongside an improved bargaining power vis-à-vis manufacturers resulting in lower wholesale prices for national brands (NBs).
Private label brands can account for higher margins compared to NBs and they furthermore have the potential to serve as a significant determinant for store differentiation by expanding a retailers' merchandise with a unique alternative that is store specific and thus can contribute to increased store traffic and ultimately to more customers being loyal towards a certain store

Table of Contents

Table of Contents

List of Figures

List of Tables

List of Abbreviations

1 Chapter 1: Introduction
1.1 Introduction
1.2 Structure of Thesis

2 Chapter 2: Literature Review on Private Label Brand Image
2.1 Private Label Brand Image
2.2 Consumer Attitudes towards Private Label Brands
2.3 Moderators of Private Label Brand Image

3 Chapter 3: Literature Review on Store Image
3.1 Store Image
3.2 Dimensions of Store Image
3.3 Moderators of Store Image

4 Chapter 4: The Interrelationship between Private Label Brand Image and Store Image
4.1 The Impact of Private Label Brand Image on Store Image
4.2 The Impact of Store Image on Private Label Brand Image
4.3 Reflective Abstract of the Interrelation between Private Label Brand Image and Store Image

5 Chapter 5: Conclusion and Implications for Future Research
5.1 Conclusion
5.2 Implications for Future Research

6 References

• Université: University of Münster
• Note: 2,0
• Auteur: Jana Defontis (Auteur)
• Année de publication: 2017
• Pages: 35
• N° de catalogue: V915008
• ISBN (ebook): 9783346230782
• ISBN (Livre): 9783346230799
• Langue: anglais
• mots-clé: Private Label Brands, Store Image, Literature Review, Bachelorarbeit, Thesis, Marketing, Brand, Consumer Attitude