What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels?
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- Jan-Benedict E.M. Steenkamp
- Kenan-Flagler Business School, University of North Carolina at Chapel Hill
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- Harald J. Van Heerde
- Waikato Management School, University of Waikato, and Extramural Fellow at CentER, Tilburg University, the Netherlands
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- Inge Geyskens
- Tilborg School of Economics and Management, Tilburg University
書誌事項
- 公開日
- 2010-12
- 権利情報
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- https://journals.sagepub.com/page/policies/text-and-data-mining-license
- DOI
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- 10.1509/jmkr.47.6.1011
- 公開者
- SAGE Publications
この論文をさがす
説明
<jats:p> The growing sales of private labels (PLs) pose significant challenges for national brands (NBs) around the world. A major question is whether consumers continue to be willing to pay a price premium for NBs over PLs. Using consumer survey data from 22,623 respondents from 23 countries in Asia, Europe, and the Americas across, on average, 63 consumer packaged goods categories per country, this article studies how marketing and manufacturing factors affect the price premium a consumer is willing to pay for an NB over a PL. These effects are mediated by consumer perceptions of the quality of NBs in relation to PLs. Although the results do not bode well for NBs in the sense that willingness to pay decreases as PLs mature, the authors offer several managerial recommendations to counter this trend. In countries in which PLs are more mature, the route to success is to go back to manufacturing basics. In PL development countries, there is a stronger role for marketing to enhance the willingness to pay for NBs. </jats:p>
収録刊行物
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- Journal of Marketing Research
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Journal of Marketing Research 47 (6), 1011-1024, 2010-12
SAGE Publications