Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Patricia Rossi, Adilson Borges, Marat Bakpayev

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

Consumers increasingly consider private labels to be as good as national brands. This research raises the question of whether national brands and private labels equally affect consumers' sensory perceptions and purchase intentions. The results of two studies show that consumers reverse their evaluation of private labels (vs. national brands) when tasting the product in an informed (vs. blind) condition. When consumers are not aware of brand names, they indicate better taste and higher purchase intentions for private labels. However, the opposite is true when they try products in an informed condition. We discuss the implications for private labels and national brands.

Original languageEnglish (US)
Pages (from-to)74-79
Number of pages6
JournalJournal of Retailing and Consumer Services
Volume27
DOIs
StatePublished - Nov 1 2015

Bibliographical note

Publisher Copyright:
© 2015 Elsevier Ltd.

Keywords

  • Branding
  • National brands
  • Private labels
  • Purchase intentions
  • Sensory perception

Fingerprint

Dive into the research topics of 'Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions'. Together they form a unique fingerprint.

Cite this