How Does Manufacturer Brand Presence Affect Consumer Assortment Perceptions and Repatronage Intention

Ling PENG, Yongfu HE

Research output: Other Conference ContributionsPresentationPresentation

Abstract

Store or retailer brands have grown in popularity in virtually all countries in recent years, resulting in some manufacturer brands being removed from shelves due to limited space. Given a shortage of empirical work on the impact of manufacturer brand erosion on retailers’ performance, this study uses a scenario-based experiment to show that manufacturer brand presence would enhance consumer perceptions of assortment quality and variety, leading to improvement of assortment attractiveness and repatronage intention. Therefore, retailers should carefully maintain a balance between manufacturer brands and private labels when selecting the number of items constituting their assortments in each product category.
Original languageEnglish
Number of pages31
Publication statusPublished - 8 Dec 2017
Event2017 AIB Southeast Asia Regional Conference : Sustaining Growth in Emerging Markets amid Aging Populations - Le Meridien Chiang Mai, Chiang Mai, Thailand
Duration: 7 Dec 20179 Dec 2017

Conference

Conference2017 AIB Southeast Asia Regional Conference : Sustaining Growth in Emerging Markets amid Aging Populations
CountryThailand
CityChiang Mai
Period7/12/179/12/17

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Keywords

  • Manufacturer band
  • store brand
  • assortment
  • retail
  • repatronage intention

Cite this

PENG, L., & HE, Y. (2017). How Does Manufacturer Brand Presence Affect Consumer Assortment Perceptions and Repatronage Intention. 2017 AIB Southeast Asia Regional Conference : Sustaining Growth in Emerging Markets amid Aging Populations, Chiang Mai, Thailand.