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All Hail the Brand! Why Brand Gravitas Really Does Matter

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National Brands and Private Labels in Retailing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

This study examines the influence of supermarket brand name on the perceived quality of its private label merchandise. The research design employed an experimental approach to assess whether brand presence had a material effect on perceived quality of the merchandise. In the experiment, both products were rated equally at the outset in unsighted conditions, however ratings diverged when brand name was introduced. Here, the high-end private label brand was scored considerably better than in its unsighted condition, whilst the low-end brand suffered a marginal decline in rating. Overall, the study points to the brand name as being a supremely powerful extrinsic cue, and hinting at the fact that within emerging markets, such as South Africa, mainstream private labels still have some way to go in acquiring trust and respect amongst consumers.

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Author information

Authors and Affiliations

  1. School of Management Studies, University of Cape Town, Rondebosch, South Africa

    Justin Beneke & Emma Trappler

Authors
  1. Justin Beneke
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  2. Emma Trappler
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Corresponding author

Correspondence to Justin Beneke .

Editor information

Editors and Affiliations

  1. Department of Economy and Business, University of Almeria Faculty of Business and Economics, Almeria, Spain

    Juan Carlos Gázquez-Abad

  2. Dept. Business Administration, University of Granada Business School, Granada, Spain

    Francisco J. Martínez-López

  3. Estudios de Economía y Empresa, Open University of Catalonia, Barcelona, Spain

    Irene Esteban-Millat

  4. Facultad de Ciencias Sociales, Universidad Castilla la Mancha, Cuenca, Spain

    Juan Antonio Mondéjar-Jiménez

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Beneke, J., Trappler, E. (2014). All Hail the Brand! Why Brand Gravitas Really Does Matter. In: Gázquez-Abad, J., Martínez-López, F., Esteban-Millat, I., Mondéjar-Jiménez, J. (eds) National Brands and Private Labels in Retailing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-07194-7_6

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