Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan

Journal of Product & Brand Management

Volumn 16, Issue 6, 2007, Pages 368-376

  Ming Sung Cheng, Julian ^a   Shui Lien Chen, Lily ^a   Shih Tse Wang, Edward ^a   Ying Chao Lin, Julia ^b  

^a NATIONAL CENTRAL UNIVERSITY   (Taiwan)

^b TAINAN UNIVERSITY OF TECHNOLOGY   (Taiwan)

Author keywords

Brands; Consumer behaviour; Generics; Labelling; Taiwan

Indexed keywords

EID: 34848838674     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420710823735     Document Type: Article

References (49)

1. Aaker, D.A. (1996), “Measuring brand equity across products and market”, California Management Review, Vol. 38 No. 3, pp. 102-20.
2. Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York, NY.
3. Aggarwal, P. (2004), “The effects of brand relationship norms on consumer attitudes and behavior”, Journal of Consumer Research, Vol. 31, June, pp. 87-101.
4. Alba, J.W., Mela, C.F., Shimp, T.A. and Urbany, J.E. (1999), “The effect of discount frequency and depth on consumer price judgments”, Journal of Consumer Research, Vol. 26 No. 2, pp. 99-114.
5. Alden, D., Steenkamp, J.B.E.M. and Batra, R. (1999), “Brand positioning through advertising in Asia, North America and Europe: the role of global consumer culture”, Journal of Marketing, Vol. 63 No. 1, pp. 75-87.
6. Apelbaum, E., Gerstner, E. and Naik, P.A. (2003), “The effects of expert quality evaluations versus brand name on price premiums”, Journal of Product & Brand Management, Vol. 12 Nos 2, pp. 154-65.
7. Babakus, E., Bienstock, C.C. and van Scotter, J.R. (2004), “Linking perceived quality and customer satisfaction to store traffic and revenue growth”, Decision Sciences, Vol. 35 No. 4, pp. 713-37.
8. Batra, R., Venkatram, R., Alden, D.L., Steenkamp, J.E.M. and Ramachander, S. (2000), “Effects of brand local and non-local origin on consumer attitudes in developing countries”, Journal of Consumer Psychology, Vol. 9 No. 2, pp. 83-95.
9. Blois, K. (2000), The Oxford Textbook of Marketing, Oxford University Press, Oxford.
10. Chintagunta, P.K., Bonfrer, A. and Song, I. (2002), “Investigating the effects of store-brand introduction on retailer demand and pricing behaviour”, Management Science, Vol. 48 No. 10, pp. 1242-67.
11. Chueh, T.Y. and Kao, D.T. (2004), “The moderating effects of consumer perception to the impacts of country-of-design on perceived quality”, Journal of American Academy of Business, Cambridge, Vol. 4 Nos 1, pp. 70-4.
12. Cornwell, T.B., Weeks, C.S. and Roy, D.P. (2005), “Sponsorship-linked marketing: opening the black box”, Journal of Advertising, Vol. 34 No. 2, pp. 21-42.
13. Cotterill, R.W. and Putsis, W.P. Jr (2000), “Market share and price setting behavior for private labels and national brands”, Review of Industrial Organization, Vol. 17 No. 1, pp. 17-40.
14. d'Astous, A. and Saint-Louis, O. (2005), “National versus store brand effects on consumer evaluation of a garment”, Journal of Fashion Marketing and Management, Vol. 9 No. 3, pp. 306-17.
15. de Wulf, K., Odekerken-Schröder, G., Goedertier, F. and van Ossel, G. (2005), “Consumer perceptions of store brands versus national brands”, Journal of Consumer Marketing, Vol. 22 No. 4, pp. 223-32.
16. Eastlick, M.A. and Lotz, S. (1999), “Profiling potential adopters and non-adopters of an interactive electronic shopping medium”, International Journal of Retail & Distribution Management, Vol. 27 No. 2, pp. 209-23.
17. Erdem, T., Zhao, Y. and Valenzuela, A. (2004), “Performance of store brands: a cross-country analysis of consumer store-brand preferences, perceptions, and risk”, Journal of Marketing Research, Vol. 41 No. 1, pp. 86-100.
18. Henrik, U. (2004), “The brand association base: a conceptual model for strategically leveraging partner brand equity”, Journal of Brand Management, Vol. 12 No. 2, pp. 105-23.
19. Hsieh, M.H. (2004), “Measuring global brand equity using cross-national survey data”, Journal of International Marketing, Vol. 12 No. 2, pp. 28-58.
20. Huang, J.H., Lee, B.C.Y. and Ho, S.H. (2004), “Consumer attitude toward gray market goods”, International Marketing Review, Vol. 21 No. 6, pp. 598-614.
21. Jeannet, J.P. and Hennessey, H.D. (2001), Global Marketing Strategies, 5th ed., Houghton Mifflin, Boston, MA.
22. LeBlanc, R.P. and Turley, L.W. (1994), “Retail influence on evoked set formation and final choice of shopping goods”, International Journal of Retail & Distribution Management, Vol. 22 No. 7, pp. 10-17.
23. Lin, M.Y. and Chang, L.H. (2003), “Determinants of habitual behavior for national and leading brands in China”, Journal of Product & Brand Management, Vol. 12 Nos 2, pp. 94-107.
24. Madden, N. (2005), “Study: Chinese youth aren't patriotic purchasers”, Advertising Age, Vol. 75 No. 1, p. 6.
25. Madhavaram, S., Badrinarayanan, V. and McDonald, R.E. (2005), “Integrated marketing communication and brand identity as critical components of brand equity strategy: a conceptual framework and research propositions”, Journal of Advertising, Vol. 34 No. 4, pp. 69-80.
26. McGowan, K.M. and Sternquist, B.J. (1998), “Dimensions of price as a marketing universal: a comparison of Japanese and US consumers”, Journal of International Marketing, Vol. 6 No. 4, pp. 49-66.
27. Meyers-Levy, J. and Tybout, A.M. (1989), “Schema incongruity as a basis for product evaluation”, Journal of Consumer Research, Vol. 16, June, pp. 39-54.
28. Miranda, M.J. and Joshi, M. (2003), “Australian retailers need to engage with private labels to achieve competitive difference”, Asia Pacific Journal of Marketing and Logistics, Vol. 15 No. 3, pp. 34-47.
29. Monget, K. (2005), “National brands battle private labels”, WWD, Vol. 189 No. 87, p. 8.
30. Morton, F.S. and Zettelmeyer, F. (2000), “The strategic positioning of store brand in retailer-manufacturer bargaining”, NBER Working Paper 7712, National Bureau of Economic Research, Cambridge, MA.
31. Ortega, B. and Stern, G. (1993), “Marketscan: retailers' private labels strain old tie”, Wall Street Journal, September 9, (Eastern edition).
32. Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement – empirical evidence”, Journal of Product & Brand Management, Vol. 14 Nos 2, pp. 143-54.
33. Pettijohn, C., Pettijohn, L.S., Taylor, A.J. and Keillor, B.D. (2001), “Are performance appraisals a bureaucratic exercise or can they be used to enhance sales-force satisfaction and commitment?”, Psychology & Marketing, Vol. 18 No. 4, pp. 337-64.
34. Rosa, J.A. and Porac, J.F. (2002), “Categorization bases and their influence on product category knowledge structures”, Psychology & Marketing, Vol. 19 No. 6, pp. 503-32.
35. Sanjoy, G. and Oded, L. (2001), “Perceptual positioning of international, national and private brands in a growing international market: an empirical study”, Journal of Brand Management, Vol. 9 No. 1, pp. 45-62.
36. Scott Morton, F. and Zettelmeyer, F. (2004), “The strategic positioning of store brands in retailer-manufacturer negotiations”, Review of Industrial Organization, Vol. 24 No. 2, pp. 161-94.
37. Sheinin, D.A. and Wagner, J. (2003), “Pricing store brands across categories and retailers”, Journal of Product & Brand Management, Vol. 12 Nos 4, pp. 201-17.
38. Siggelkow, N. (2001), “Change in the presence of fit: the rise, the fall, and the renaissance of Liz Claiborne”, Academy of Management Journal, Vol. 44 No. 4, pp. 838-57.
39. Sklair, L. (1994), “The culture-ideology of consumerism in urban China: some findings from a survey in Shanghai”, Research in Consumer Behavior, Vol. 7 No. 2, pp. 259-92.
40. Soberman, D.A. and Parker, P.M. (2004), “Private labels: psychological versioning of typical consumer products”, International Journal of Industrial Organization, Vol. 22 No. 6, pp. 849-61.
41. Speece, M. and Nguyen, D.P. (2005), “Countering negative country-of-origin with low prices: a conjoint study in Vietnam”, Journal of Product & Brand Management, Vol. 14 No. 1, pp. 39-48.
42. Stagg, C., Saunders, J. and Wong, V. (2002), “Go/no-go criteria during grocery brand development”, Journal of Product & Brand Management, Vol. 11 Nos 6, pp. 459-82.
43. Steiner, R.L. (2004), “The nature and benefits of national brand/private label competition”, Review of Industrial Organization, Vol. 24 No. 2, pp. 105-27.
44. Supphellen, M. and Gronhaug, K. (2003), “Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism”, International Journal of Advertising, Vol. 22 No. 2, pp. 203-27.
45. Tan, S.J. and Chua, S.H. (2004), “While stocks last! Impact of framing on consumers' perception of sales promotions”, Journal of Consumer Marketing, Vol. 21 Nos 4, pp. 343-55.
46. Varinder, M.S. and Krish, S.K. (2001), “Recognizing the importance of consumer bargaining: strategic marketing implications”, Journal of Marketing Theory and Practice, Vol. 9 No. 1, pp. 24-37.
47. Villarejo-Ramos, A.F. and Sánchez-Franco, M.J. (2005), “The impact of marketing communication and price promotion on brand equity”, Journal of Brand Management, Vol. 12 No. 6, pp. 431-44.
48. Yakimova, R. and Beverland, M. (2005), “The brand-supportive firm: wn exploration of organisational drivers of brand updating”, Journal of Brand Management, Vol. 12 No. 6, pp. 445-60.
49. Yeoh, P.L. (2004), “International learning: antecedents and performance applications among newly internationalizing companies in an exporting context”, International Marketing Review, Vol. 21 Nos 4, pp. 511-35.