Iconical marketing12/17/2022 ![]() ![]() The survey was done on a convenience sample of respondents. Participants in all six focus groups were graduate students in economics and business. Limitations – Limitations are related to the methods used in the studies. ![]() Additionally, it highlights the importance of trust in the retailer and employee passion as important dimensions of private label authenticity. The new proposed model allows retailers to assess private label authenticity using dimensions that are important for private labels as a specific brand type. The quantitative study empirically confirmed its five dimensions: credibility, originality, brand commercialization, trust in the chain, and employee passion. Therefore, a new perceived private label authenticity model is proposed. Still, they do not associate them with the notion of authenticity as presented in the existing models. Consumers have positive perceptions of private labels, describing them as " a smart choice" and "good-quality products at lower prices". Confirmatory factor analysis was used to empirically test the proposed dimensions of the perceived private label authenticity model.įindings and implications – The results of qualitative research demonstrate that consumers have different views of private label authenticity compared to manufacturer brands. A survey on a convenience sample of 415 respondents from Croatia was applied in the quantitative research phase. Qualitative research was conducted through six focus group interviews. Finally, to offer a model for measuring private label authenticity and test the model empirically.ĭesign/Methodology/Approach – Both qualitative and quantitative research methods were used. secondly, to determine and verify the dimensions that would be appropriate for and specific to measuring private label authenticity. Firstly, to examine how consumers associate the concept of authenticity with manufacturer brands and private labels, comparing their perspectives on the perceived authenticity of manufacturer brands and private labels. Purpose – The purpose of this paper is to explore further the dimensions of perceived private label authenticity. The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan). The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets. However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets. The research focused on two Asian countries (China and Pakistan). The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China. Further, the research identified that BA was an essential mediator from the Asian perspective. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.Īfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. In accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan). The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. ![]()
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