Discount venture brands: Self-congruity and perceived value-for-money?

• Published in: Journal of business research Vol. 116; pp. 412 - 419
• Main Authors: Baker, Thomas L., Chari, Simos, Daryanto, Ahmad, Dzenkovska, Julija, Ifie, Kemefasu, Lukas, Bryan A., Walsh, Gianfranco
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.08.2020
• Subjects: Conventional budget brands; Discount venture brands; Private-label brands; Self-congruity; Venture brands; Private-label brands; Venture brands; Discount venture brands; Conventional budget brands; Self-congruity

Grocery retailers have begun to target price conscious consumers with a new type of budget brand, called discount venture brands. These brands are exclusive to the retailer. Sharing the same price point as economy private-label brands, the aim of discount venture brands is to attract customers with...