Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10127781 | Journal of Retailing and Consumer Services | 2018 | 8 Pages |
Abstract
The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Francesco Massara, Daniele Scarpi, Robert D. Melara, Daniele Porcheddu,