Consumer preferences for retailer brand architectures: results from a conjoint study

• Published in: International journal of retail & distribution management Vol. 34; no. 8; pp. 597 - 608
• Main Authors: Grunert, Klaus G, Esbjerg, Lars, Bech-Larsen, Tino, Brunsø, Karen, Jørn Juhl, Hans
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 01.08.2006
• Subjects: Brand awareness; Brand identification; Brand loyalty; Brands; Category management; Conjoint analysis; Consumer behavior; Consumers; Customer orientation; Food; Generic products; Manufacturers; Market segments; Price levels; Retail stores; Retailers; Retailing industry; Denmark; Customer orientation; Brand awareness; Retailers

Purpose - The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at storesDesign methodology approach - A conjoint analysis is conduct...