Inhaltszusammenfassung

In recent years, private labels have attracted a large amount of attention among marketing scholars and practitioners. In many countries private label products enjoy a growing popularity and compete head to head with national brands in numerous product categories. Burton et al. (1998) have proposed a scale to measure consumers’ attitudes toward private labels (ATPL). Their scale, based on previous research in the U.S., does not appear to have been widely tested. This study tests the applicabi...In recent years, private labels have attracted a large amount of attention among marketing scholars and practitioners. In many countries private label products enjoy a growing popularity and compete head to head with national brands in numerous product categories. Burton et al. (1998) have proposed a scale to measure consumers’ attitudes toward private labels (ATPL). Their scale, based on previous research in the U.S., does not appear to have been widely tested. This study tests the applicability of the ATPL scale within a German retailing context. The ATPL scale was administered to more than 600 consumers in Germany. Study 1 assesses the cross-cultural validity of the measure. Further, the ATPL scale’s predictive and nomological validity is assessed. Then cluster analysis is employed using a second sample (Study 2). The ATPL scale appears to have elements of construct validity and has potential use across international populations. Implications for marketing research and retail managers are discussed.» weiterlesen» einklappen

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Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft