Drivers of Perceived Luxuriousness of a Premium Private Label Product
- 주제(키워드) Brand Positioning , Private Label , Premium Private Label , Perceived Luxuriousness
- 발행기관 고려대학교 대학원
- 지도교수 이종호
- 발행년도 2017
- 학위수여년월 2017. 2
- 학위구분 석사
- 학과 대학원 경영학과
- 세부전공 마케팅 전공
- 원문페이지 52 p
- 실제URI http://www.dcollection.net/handler/korea/000000072567
- 본문언어 영어
- 제출원본 000045898137
초록/요약
Private labels (PLs) have been evolving from offering low quality at a low price to providing higher quality at a higher price. Among multiple tiers of PL, the newest generation of PL, Premium private labels (PPLs) are receiving increased attention in line with their significant growth as well as their distinguished position. While a growing number of discussions on the new type of PL focus on the optimal price position of PPLs to maximize firms’ profits, conditions under which superior position of PPL is successfully communicated have not been investigated. In consumers’ minds, PPLs are perceived and evaluated in reference to alternatives represented by regular private labels (RPLs) and top-tier national brands (NBs). Furthermore, closely related marketing entities such as store type are assumed to affect consumer’s perception as well. Correspondingly, for PPL, being able to provide added value that is perceived in reference to competitive alternatives as well as a store is a critical issue. In this regard, this research aims at identifying key relationships influencing the perceived luxuriousness and eventual purchase intention toward a premium private label product . Using a theoretical framework based on cue utilization theory and categorization theory, a model is proposed in which key independent variables include: 1) image similarity relative to a regular private label and a national brand; 2) quality superiority compared to a regular private label and a national brand; and 3) image congruity between a store and the brand. These relative perceptions are expected to affect consumers’ perception of the product’s added value—perceived luxuriousness, which encompasses multiple dimensions. In support of the theory, the findings provide an original rationale for effective communication strategies to successfully position premium private labels. Specifically, premium private labels are recommended to maximize image difference vis-à-vis regular private labels but equate themselves to a leading national brand. Meanwhile, quality superiority compared to any competitors and image congruity between store and the brand should be emphasized. Furthermore, it supports the need for disparate strategies contingent on the type of store.
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Table of contents
Ⅰ. Introduction 1
Ⅱ. Theoretical Background 2
2.1. Premium Private Label and Perceived Luxuriousness 2
2.2. Cue Utilization Theory 4
2.3. Categorization Theory 6
Ⅲ. Hypotheses 8
3.1. Image Similarity 9
3.2. Quality Superiority 12
3.3. Image Congruity between Store and PPL 14
3.4. Perceived Luxuriousness of PPL and Purchase Intention 17
3.5. Store Type Effect 17
Ⅳ. Method 18
4.1. Research Design and Stimuli 18
4.2. Sample and Data Collection 23
Ⅴ. Analysis and Results 23
5.1. Measurement Model 25
5.2. Hypothesis Tests 28
5.3 Effect of Store Type 29
Ⅵ. General Discussion 31
6.1. Conclusion 31
6.2. Theoretical Contributions 32
6.3. Managerial Implications 34
6.4. Limitations and Future Research 36
Appendix 38
References 40
