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The role of brand-specific traditions and consumer self-identity factors in shaping private label brand attitudes
Journal of Brand Strategy,
13
(4),
380-390
(2024)
Abstract
Private label brands have grown exponentially over the past several decades and represent an important part of the retail sector globally. To date, there has been extensive research conducted on numerous factors regarding private label brand pricing, promotion strategies and brand loyalty, but little is known about the impact that consumers’ overall attitudes towards branded products have on their private label brand attitudes. This paper examines influencing factors for consumers’ attitudes towards private label brands in the USA through the framework of the meaning of branded products scale. Using partial least squares (PLS) regression structural equation modelling, the author demonstrates that certain branded product meanings influence the formation of consumers’ attitudes towards private label brands. A structural equation model was created and tested using an online survey on brand attitudes (n = 391). Empirical results are presented, along with a discussion of managerial implications and future research directions.
Keywords: private label brands; brand attitudes; family traditions; national traditions
The full article is available to subscribers to the journal.
Author's Biography
Brian Whelan is an Assistant Professor of Marketing at Western Carolina University and is a member of the undergraduate and graduate at the WCU College of Business faculty. Prior to joining Western Carolina University, he served as a lecturer in marketing at the Belk College of Business, UNC Charlotte, where he was the recipient of the 2020 Faculty Member of the Year Award. This award is presented annually to one faculty member across the entire UNC Charlotte institution (comprising 3,700 faculty members) in recognition of outstanding performance in the classroom and on campus in support of student advancement. Dr Whelan has over 20 years of industry experience, holding senior and executive-level roles in marketing, branding, corporate communications, public relations and product management for some of the world’s largest financial services firms. Before entering academia full time in 2019, Dr Whelan was a managing director and global head of corporate and strategic communications at Barings, a leading global investment management firm with over US$400bn in assets under management. In this role, Dr Whelan was responsible for managing the firm’s corporate and strategic communications and public relations initiatives across the USA, Europe and Asia-Pacific. Dr Whelan’s research interests include branding, consumer behaviour, consumer psychology, blockchain and social media.
