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Does PLB Name Really Matter for Retailers? A Case of Negative Publicity

  • Conference paper
Advances in National Brand and Private Label Marketing

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

Abstract

A retailer’s brand name is more than just a name or a symbol, it is a tool used to differentiate one retailer from another and advance store positioning. This study examines the effect of retailers’ private label brand (PLB) negative publicity on PLB image, and retailers’ store image as a result of this publicity. Empirical testing was conducted to check this effect in two situations: a private label as a family brand extension of the retailer’s name and a brand name that is independent from the retailer’s name. Findings show that negative publicity mainly has an influence on the PLB's image dimensions, but not on overall store image. PLB name type was found to be insignificant in most cases.

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Author information

Authors and Affiliations

  1. Department of Economics and Business Administration, Ariel University, Ariel, Israel

    Hanna Gendel-Guterman & Shalom Levy

Authors
  1. Hanna Gendel-Guterman
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  2. Shalom Levy
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Corresponding author

Correspondence to Hanna Gendel-Guterman .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economy and Business, University of Almeria, Almeria, Spain

    Juan Carlos Gázquez-Abad

  3. Cox School of Business, Southern Methodist University, Dallas, TX, USA

    Raj Sethuraman

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Gendel-Guterman, H., Levy, S. (2015). Does PLB Name Really Matter for Retailers? A Case of Negative Publicity. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_9

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