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

Fingerprint

Assortment
Retailers
Shortage
Consumer perceptions
Attractiveness
Experiment
Erosion
Product category
Scenarios
Private labels

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.
PENG, Ling ; HE, Yongfu. / 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.31 p.
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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, 7/12/17 - 9/12/17, .

How Does Manufacturer Brand Presence Affect Consumer Assortment Perceptions and Repatronage Intention. / PENG, Ling; HE, Yongfu.

2017. 2017 AIB Southeast Asia Regional Conference : Sustaining Growth in Emerging Markets amid Aging Populations, Chiang Mai, Thailand.

Research output: Other Conference ContributionsPresentationPresentation

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T1 - How Does Manufacturer Brand Presence Affect Consumer Assortment Perceptions and Repatronage Intention

AU - PENG, Ling

AU - HE, Yongfu

PY - 2017/12/8

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N2 - 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.

AB - 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.

KW - Manufacturer band

KW - store brand

KW - assortment

KW - retail

KW - repatronage intention

M3 - Presentation

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