Store Brand Research Articles

Relationships among happy songs, store brand image, and store brand awareness

In this study we investigated the relationship between happy songs and store brand equity. In particular, we emphasized two pivotal components of brand equity (store brand image and store brand awareness), and explored the underlying mediating mechanism of these relationships. A survey study was conducted in a fashion store, where 266 customers (127 men and 99 women) reported their perception of happy songs, store brand image, and store brand awareness. Structural equation modeling revealed a positive relationship between happy songs and store brand image, and this link was, in turn, positively related to store brand awareness. Thus, store brand image played a mediating role in the relationship between happy songs and store brand awareness. This study contributes to better understanding of the relationship between store music and store brand equity, providing practical insights for retailers to build brand equity by using music cues in their stores.

Visual assessment of fashion merchandising based on scene saliency

PurposeFashion merchandising hold a paramount position within the realm of retail marketing. Currently, the purpose of this article is that the assessment of display effectiveness predominantly relies on the subjective judgment of merchandisers due to the absence of an effective evaluation method. Although eye-tracking devices have found extensive used in tracking the gaze trajectory of subject, they exhibit limitations in terms of stability when applied to the evaluation of various scenes. This underscores the need for a dependable, user-friendly and objective assessment method.Design/methodology/approachTo develop a cost-effective and convenient evaluation method, the authors introduced an image processing framework for the assessment of variations in the impact of store furnishings. An optimized visual saliency methodology that leverages a multiscale pyramid model, incorporating color, brightness and orientation features, to construct a visual saliency heatmap. Additionally, the authors have established two pivotal evaluation indices aimed at quantifying attention coverage and dispersion. Specifically, bottom features are extract from 9 distinct scale images which are down sampled from merchandising photographs. Subsequently, these extracted features are amalgamated to form a heatmap, serving as the focal point of the evaluation process. The authors have proposed evaluation indices dedicated to measuring visual focus and dispersion, facilitating a precise quantification of attention distribution within the observed scenes.FindingsIn comparison to conventional saliency algorithm, the optimization method yields more intuitive feedback regarding scene contrast. Moreover, the optimized approach results in a more concentrated focus within the central region of the visual field, a pattern in alignment with physiological research findings. The results affirm that the two defined indicators prove highly effective in discerning variations in visual attention across diverse brand store displays.Originality/valueThe study introduces an intelligent and cost-effective objective evaluate method founded upon visual saliency. This pioneering approach not only effectively discerns the efficacy of merchandising efforts but also holds the potential for extension to the assessment of fashion advertisements, home design and website aesthetics.

Examining the Influence of Brand Recognition on the Intention to Repurchase Halal Store Brand Products: A Review

Examining the Influence of Brand Recognition on the Intention to Repurchase Halal Store Brand Products: A Review

Assessing the Effectiveness of In-Store Promotions for Private Label Brands in Retail Stores

In an era marked by intense market competition and evolving consumer preferences, the pivotal role of In-Store Promotions (ISPs) in shaping the success of Private Label Brands (PLBs) is of crucial importance. This research paper delves deeply into the dynamic landscape of ISPs and their profound impact on the market performance of PLBs within the contemporary retail environment. Using a descriptive research design, the study aims to assess the effectiveness of ISPs for PLBs and explore their influence on Consumer Observation (CO), Consumer Interest (CI), and Purchase Behaviour (PB). Primary data were collected from 206 customers of various supermarkets using a purposive sampling method. A structured questionnaire was disseminated using Google Forms to gather data. The data underwent statistical analysis, including Correlation, Regression, and Mediation analysis, utilising the SPSS 24.0 software package. The findings of this study reveal a positive relationship of CO and CI with PB, underscoring the substantial significance of ISPs for PLBs. Additionally, the analysis unveiled the mediating role of CI in the CO - PB relationship. These research findings offer valuable insights that can enhance ISPs and deepen our understanding of consumer preferences within the dynamic retail industry landscape.

The Competitive Strategy Analysis of China HeyTea

In the modern world, the new style of tea drink brands is getting a lot of attention and love.HeyTea is one of the more popular hot drink stores and has been very popular with consumers since it opened its doors. I will also examine the analysis of HeyTea’s competitive strategy in China. Analyze HeyTea’s sales strategy and its advantages. The thesis analyzes HeyTea, a competitive store brand of modern new tea drink brands, from different perspectives with the PEST model, SWOT model, and detailed analysis from the case study, respectively, from stores, advantages, marketing mode, etc. The PEST model introduces the current marketing status of the new tea drink brand in society and a detailed analysis of the brand in relation to HeyTea and the SWOT model analysis. The SWOT model analyzes the advantages, disadvantages, opportunities, and competitors of HeyTea stores. The SWOT model analyzes the strengths, weaknesses, opportunities, and competitors of HeyTea stores and analyzes HeyTea’s sales strategy to analyze how HeyTea has the upper hand in the new tea beverage brands and attracts more consumers. This paper will analyze the sales strategy of HeyTea step by step with the idea of new tea drink brands.

Sales Promotion And Customer Engagement Towards Store Brands

A sales promotion is a marketing activity that is designed to increase sales, influence customer. It usually involves offering a discount or some other type of incentive for customers to buy your product or engage with your brand. The main aim is to analyse the influence of sales promotion activities implemented by the store brands on customer engagement and to study the impact of sales promotion activities on customer engagement. . It found that customer engagement are influenced by reward points, coupons and cash back offer provided by the store brands.

Consumers’ Resistance to Retailer Brand Substitution: Antecedents and Consequences

Since the economic and social crisis in Tunisia, consumers have grown skeptical and suspicious of developments and changes coming from companies. Brand substitution is a strategy that has captured consumers’ attention, prompting numerous inquiries. The purpose of this research is to understand how consumers perceive and react toward a store brand name substitution and, consequently, a change in their retailing mix and to identify antecedents that can generate consumer resistance. A qualitative approach analysis with 15 consumers highlighted three main antecedents such as (1) surprise, (2) negative emotions, (3) attachment to the old store brand. These antecedents influence buying behavior and, in some cases, generate resistance to substitution, negatively affecting the relationship between customers and the new store brand.

Combined performances of platform retailer's store brand and competing manufacturers' distribution contracts

Combined performances of platform retailer's store brand and competing manufacturers' distribution contracts

Research on Patent Licensing Strategy of Research and Development Uncertainty

In recent years, the high-tech industry has developed vigorously. Most firms innovate to maintain a competitive edge. However, there are uncertainties in the innovation process. In addition, it is not clear whether the success of innovation affects the licensing decisions of firms. Therefore, we build a supply chain to analyze the impacts of production costs and consumer preferences on the optimal licensing strategy for firms engaged in random R&D activities. The research conclusions are as follows: (1) Increased consumer perceived value does not necessarily increase the store brand’s profit, and in some cases, it may hurt its profit; (2) Patent licensing may not invariably augment the store brand’s profit; indeed, in certain instances, it might even detrimentally impact its profit; (3) Competition and cooperation between two firms may become an equilibrium strategy choice.

Sourcing store brand from the national brand manufacturer or the outside contract manufacturer: Roles of different logistics modes of national brand

Sourcing store brand from the national brand manufacturer or the outside contract manufacturer: Roles of different logistics modes of national brand

The mediating role of social media marketing effectiveness in the relationship between customer engagement and brand loyalty: A study of Amazon as a retail brand store

This study aims to examine the mediating role of social media marketing effectiveness in the relationship between customer engagement dimensions (cognitive, emotional, behavioral, transactional, and social) and brand loyalty in the context of Amazon as a retail brand store. A quantitative approach was adopted, employing a survey-based method to collect data from 320 consumers who engage with Amazon as a retail brand store on social media platforms. Findings reveal positive effects of cognitive, emotional, transactional, and social engagement on brand loyalty and social media marketing effectiveness. However, behavioral engagement exhibited a negative impact. Social media marketing effectiveness positively influenced brand loyalty and mediated the relationships between customer engagement dimensions and brand loyalty. This study contributes to literature by challenging assumptions and providing insights into the interplay among customer engagement dimensions, social media marketing effectiveness, and brand loyalty. This offers brands the opportunity to promote and increase their awareness with the use of social media to interact with existing customer base that will boost loyalty in the long run. Only a few studies have examined social media marketing effectiveness as a mediator between customer engagement dimensions and brand loyalty. Therefore, this work endeavors to fill this gap by investigating consumer engagement, social media marketing and brand loyalty in an age when the internet plays an important role.

The Impact of Store Brands on Overall Product Category Performance

A comprehensive store-level data set of 9 dairy product categories across 149 stores of a supermarket retailer chain over 32 weeks in 2021 was used to examine the impact of store brands on overall category performance as measured by net margin dollars. The study examines results on both the overall dairy department and category specific performance. The results for the overall dairy department indicate there is not a significant positive relationship between a change in overall store brand sales penetration and profitability. There is, however, a significant positive relationship between overall store brand net margin dollar penetration and category profitability.

Strategic contract selection of an online retailer when implementing store branding

AbstractThis article investigates the impact of demand uncertainty on online retailers' store branding partnerships with manufacturers. The study examines whether such partnerships, involving service effort to boost demand, are effective under uncertain conditions. The supply chain comprises an intermediary and a manufacturer, with the manufacturer facing a service cost disadvantage. The benchmark case is the manufacturer's sale through the agency (AG) contract with the intermediary. Using a two‐period game‐theoretic model, the study analyzes equilibrium prices, service efforts, and profits for the AG contract and two store branding contracts: original design manufacturer (ODM) and acquisition (AC). Findings show that the intermediary adopts store branding when its service cost advantage is significant. The intermediary exhibits a preference for the ODM contract when the commission fee falls within a moderate range. Conversely, when it deviates from this middle ground, the AC contract becomes more favorable. Within the AC contract framework, with low commission fees, specifically when the service cost advantage is not particularly pronounced and demand variability is high, the intermediary opts to trigger the acquisition option exclusively when the actual demand turns out to be substantial. With high commission fees, the intermediary avoids the acquisition option. These outcomes arise from balancing the double marginalization effect caused by factors like service cost advantage, service decentralization, and wholesale price. Implementing store branding through ODM or AC contracts enhances supply chain profit when it is optimal for the intermediary. We provide insights into online retailers' decision‐making regarding store branding partnerships with manufacturers under demand uncertainty. It highlights the importance of considering factors like service cost advantage, service decentralization, and wholesale prices to determine the optimal store branding strategy. The research contributes to understanding supply chain dynamics and suggests ways to enhance supply chain profit in online retail.

National or third-party manufacturer? Sourcing strategy of a dominant platform: Signaling game's perspective

The dominant online platforms (e.g., Amazon and JD) in practice have adopted a strategy of introducing their own store brands as a means to engage in competition with national brands inside consumer markets. However, whether to source store brands from national or third-party manufacturers is still a dilemma for platforms. This paper investigates the online platform's optimal sourcing decision for the store brand when the platform possesses private information about the degree of consumer acceptance of the store brand. This paper develops a signaling game in which the better-informed dominant-platform may reveal its private information through profit margins and highlight the signaling effect of price on the sourcing strategy. Due to the signaling cost, we find that asymmetric information has the potential to inhibit the platform from cooperating with the national manufacturer to produce the store brand. Furthermore, the existence of information asymmetry reduces the profit of the platform with superior information, while simultaneously boosting the profit of the less-informed national manufacturer. Interestingly, our findings reveal that under an asymmetric information setting, a higher level of information asymmetry might negatively impact the platform, which contrasts with the situation when information is symmetric. Consequently, the platform gains more advantages by cooperating with a third-party manufacturer with a moderate level of information asymmetry.

Associations among in-store music, and a store's brand equity, brand engagement, and brand relationship

Retailers are increasingly looking to strengthen the relationship with their customers by building a store's brand equity and brand engagement. One solution is to leverage in-store music to create a captivating store atmosphere. I explored the role of customer attitudes toward in-store music in enhancing a store's brand equity and brand engagement and subsequently, brand relationship in the context of a shopping mall outlet. I obtained 256 valid responses using a questionnaire survey. The results of structural equation modeling revealed that customers' favorable attitudes toward in-store music is positively related to both a store's brand equity and brand engagement, which, in turn, are positively related to brand relationship. This current study enhances the understanding of in-store music by empirically verifying its relevance in building the store–customer relationship.

Research on Marketing Strategy of Lawson Convenience Store Brand from the Perspective of New Media

Lawson is a well-known convenience store brand, and marketing certainly uniquely shapes Lawsons brand image. Whether new media marketing, as a new marketing method, plays a great role in Lawsons brand-building process is what people need to study. This paper mainly takes Lawsons publicity methods on new media platforms, such as live broadcasting and online animation platforms, as examples. This paper also focuses on the analysis of Lawson Convenience Stores disregard for new media marketing, the adverse consequences brought by its overemphasis on animation, as well as its over-belief in the limitations of offline marketing. To solve these problems, the suggestions given in this paper mainly include recruiting many young people who know the Internet, communicating with large enterprises with experience in new media marketing, and opening a new online marketing platform. After analyzing this paper, Lawson should be able to improve the level of new media marketing, which has a demonstration effect on the whole convenience store industry.

The Impact of CSR on Brand Identification, Word of Mouth and Consumer’s Repurchase Intention in the Retailer Industry

This study explored and measured the influence of corporation social responsibility (CSR) on consumers' re-purchase intentions through the mediators of brand identification and word of mouth (WOM). The quantitative method was applied in the research, and there were 287 valid respondents who had purchased something from the retailer store brands. The collected data was checked for reliability, convergence, and discriminant validity among the constructs before testing the hypothesis and the theoretical research model. In particular, the Cronbach alpha reliability, exploring factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation model (SEM) were used to analyze the research data under the support of SPSS and AMOS software. The results indicate that CSR has significant effects on brand identification, WOM, and consumers' re-purchase intentions. Brand identification has a positive impact on consumers' repurchase intentions, whereas WOM has not. The findings have significant contributions to the marketing theory and provide management implications for managers, especially in retail store brands. Doi: 10.28991/ESJ-2023-07-06-021 Full Text: PDF

What is holding private label back in the United States and in emerging markets?

Private labels (PL), also known as store brands or private brands, account for hundreds of billions of dollars in consumer packaged goods sales every year. PLs build store loyalty, improve margins and have been a key factor in changing the balance of power between retailers and national brand (NB) manufacturers. Thus, retailers around the world have a stake in pushing their own store brands. Yet, while PLs enjoy great success in Western, and increasingly Central, Europe, their performance is much more muted in the world's largest market, the United States, and in emerging markets. Why is that the case? This thought piece provides a number of ideas, summarized in propositions that can be tested in future research.

The platform's store-brand supplier selection and quality information provision decisions

We investigate the strategies of an e-commerce platform (EP), selecting a supplier for its store brand and determining whether to provide information that can reduce consumers’ uncertainty about their quality preferences. The EP can choose either a non-competing outside supplier or a competing inside supplier that sells a high-quality brand product through the EP. Consumers have complete knowledge about the qualities of the two products, although they remain uncertain about which product best meets their need. We find that the EP has an incentive to disclose information when the ratio of the cost per unit quality of the inside supplier's product relative to that of the EP's own-brand product is high, and it prefers the inside supplier when this ratio is low. We identify the EP's optimal strategy profile. Specifically, when this ratio is low, the EP selects the inside supplier and refrains from disclosing information when the ratio is sufficiently low. However, when the ratio is high, the EP selects the outside supplier and discloses information only if the ratio is sufficiently high. We also find that market competition softens both when the EP selects the inside supplier and when it discloses information.

Effect of Household Size and Age on Consumer Perceptual Factors Influencing Store Brand Purchase Intention: A Multi-group Analysis

Effect of Household Size and Age on Consumer Perceptual Factors Influencing Store Brand Purchase Intention: A Multi-group Analysis