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Retail Brand Extension: The Moderating Role of Product Knowledge

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Advances in National Brand and Private Label Marketing

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

Abstract

The paper examines consumers’ perceptions of grocery retail brand extension to a non-traditional offer, namely petrol stations. Retail brand extension literature is limited, particularly as regards new products and services domains in which grocery retailers are increasingly directly operating through their brands. Additionally, the role of product knowledge as a moderator of the attitude-purchase intention relationship requires further insights. To these aims, we propose a model in which product knowledge (PK) is tested as a moderator of the relationship between attitude towards the extension (ATEX) and intention to buy the extended product (INTB). At the same time, we tested the role of ATEX as mediator of the impact of a series of antecedents—conceptual fit (FIT), national brand preference (NBP), risk (R) and resources and competences (R&C). A survey on a sample of grocery retail customers was performed administering a structured questionnaire. Then, data were processed applying Structural Equation Modelling (SEM). The conceptual model achieves good predictive validity and all the proposed hypotheses are supported. Some preliminary theoretical and managerial implications are derived.

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Author information

Authors and Affiliations

  1. Department of Economics Marco Biagi, University of Modena and Reggio Emilia, Emilia-Romagna, Italy

    Elisa Martinelli & Gianluca Marchi

  2. Department of Economics, Agreement Between University of Ferrara and University of Parma, Emilia-Romagna, Italy

    Francesca De Canio

Authors
  1. Elisa Martinelli
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  2. Francesca De Canio
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  3. Gianluca Marchi
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Corresponding author

Correspondence to Elisa Martinelli .

Editor information

Editors and Affiliations

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

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Department of Marketing, Tilberg University, LE Tilburg, The Netherlands

    Els Gijsbrecht

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© 2016 Springer International Publishing Switzerland

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Martinelli, E., De Canio, F., Marchi, G. (2016). Retail Brand Extension: The Moderating Role of Product Knowledge. In: Martínez-López, F., Gázquez-Abad, J., Gijsbrecht, E. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-39946-1_6

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