The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio
Arantola, Noora; Juntunen, Mari (2023-05-16)
Arantola, N. and Juntunen, M. (2023), "The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio", Journal of Product & Brand Management, Vol. 32 No. 7, pp. 1139-1153. https://doi.org/10.1108/JPBM-06-2022-4027
© Noora Arantola and Mari Juntunen. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
https://creativecommons.org/licenses/by/4.0/
https://urn.fi/URN:NBN:fi-fe20231013140057
Tiivistelmä
Abstract
Purpose: This study aims to increase the understanding of the emergence of a values-based (VB) premium private label (PL) brand reputation within a multiple-tier PL brand portfolio in retailing.
Design/methodology/approach: By building on the research on PLs, brand image, brand reputation and consumer values, this study creates a conceptual foundation for the emergence of VB PL brand reputation within a multiple-tier brand portfolio among consumers and examines the emergence of such reputation empirically using interpretive exploratory qualitative laddering interviews in the context of fast-moving consumer goods.
Findings: The findings of this study illustrate that the VB reputations of the premium PL product brand and the PL brand store intertwine, ultimately relating to two terminal values: pleasure and doing good. These reputations differ remarkably from the VB reputations of the economy PL brand and the umbrella brand of the retail chain (not doing good and financial security).
Research limitations/implications: This study explains the emergence of VB brand reputation within a multiple-tier brand portfolio and introduces the use of the laddering technique in such research.
Practical implications: This study reminds brand managers to carefully design the relevant brand strategy for brands and their relationships under a brand umbrella.
Originality/value: Although much is known about PL brands and brand reputation, to the best of the authors’ knowledge, this study might be the first to increase the understanding of how a VB premium PL brand reputation emerges and accumulates from brand images within a multiple-tier brand portfolio.
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