dc.description.abstract | The objective of this study has been to examine if brand name strategy influences the
perceived quality of private label grocery brands. The brand name strategy details how the
private label brand name is connected to the retailer brand, and the purpose is to understand
if the choice of phantom, chain or chain endorsed brand names for private label brands has
an effect on quality evaluations. The study has also examined if retailer image, private label
brand proneness and private label brand knowledge influences this relationship.
This study has examined private label brands in the Norwegian grocery market. Private label
brands have evolved from no-frill generics to brands in their own right, with retailers now
offering private labels that equal or surpass national brands in terms of quality and value.
Previous research on private labels and quality has not examined the effect of a specific
brand name, and this study therefore contributes to the research literature. The analysis is
based on data collected by an online questionnaire, with a sample of 333 students at the
Norwegian School of Economics.
The overall findings of this study indicate that there is a relationship between the brand name
strategy and the perceived quality of the private label brand product. The findings show that
phantom private label brands receive the highest quality evaluations. This suggests that a
close connection between private label brand and the retailer brand does not benefit
Norwegian private label brand retailers. Retailer image and private label brand knowledge
did not result in significant differences in perceived quality. | nb_NO |