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(independent variables). However, the three product-related brand associations are the intervening variables between the independent and dependent variables because the intervening variables are
causally affected by the independent variable and itself affects the dependent variable. The hypotheses that can be formulated for the framework are: H1: There is a relationship in consumer perceptions of private label brands and Brand Name. H2: There is a relationship in consumer perceptions of private label brands and Price. H3: There is a relationship in consumer perceptions of private label brands and Packaging. H4: There is a relationship in consumer perceptions of private label brands and Advertising.
CONCLUSIONS AND MANAGERIAL IMPLICATIONS/RECOMMENDATIONS
It is essential that practising managers and marketers update their understanding of the nature and role that brand plays in how consumers perceive their products as building brand equity, or strong brands, is considered to be one of the key drivers of a business’s success (Prasad & Dev, 2000: 22). The main goal of many organisations is to build a strong brand as strong brands bring many benefits to firms, including greater customer loyalty and being able to gain a much larger market share in the future (Keller, 2009: 144). The importance of brand equity as a revenue driver is noted the definition of brand as being the sum of all variables that influence future sales (Roberts & Wong, 2011: 3).
The goal of this article is to present a framework that would provide useful structure for managers at Pick n Pay Stores developing private label brand strategies and researches studying retailers employing multiple private label brands. The development of the framework shows the constructs that may have relationships with the three private label brands of Pick n Pay Stores. The framework can be empirically tested thus revealing how Pick n Pay shoppers perceive the three private label brands in terms of their product attributes, and in turn the brand associations held by each of the three private label brands.
Further value of the framework lies in suggesting areas where managerial guidance is possibly needed but academic guidelines are currently lacking.
A FRAMEWORK TO INVESTIGATE PRIVATE LABEL BRANDS AT PICK N PAY STORES 276