All Hail the Brand! Why Brand Gravitas Really Does Matter

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.