Affect transfer from national brands to store brands in multi-brand stores. (November 2018)

• Record Type: Journal Article
• Authors: Massara, Francesco; Scarpi, Daniele; Melara, Robert D.; Porcheddu, Daniele
• Is Part Of: Journal of retailing and consumer services. Volume 45(2018)
• Page Start: 103
• Page End: 110
• Publication Date: 2018-11
• Subjects: Store brands vs. national brands -- Affect transfer -- Affect polarization; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2018.08.013
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The competition between national brands (NBs) and store brands (SBs) has evolved from the mere imitation of physical characteristics to what we call affect-based competition. We propose a model of moderated mediation empirically validated on 350 participants in a field study conducted in a multi-brand store. The results show the existence of a positive affect transfer from NBs to SBs through store image, in addition to the existence of a negative direct relationship between NBs and SBs (affect polarization) that can be neutralized if consumers have a positive perception of the retailer, which itself arises from promotional activity and the shelf placement of the SB.