Perceived quality of private label brands - effect of packaging

Researchers at the Indian Institute of Technology Bombay in India examined the effects of extrinsic cues (packaging and naming strategies) on determining consumers’ perception of private labels’ product quality and purchase intention.
The results indicate that similarity between private label packaging and national brand packaging has a significant effect on perceived quality and purchase intention. However, the effect of naming strategies is not statistically significant. The interaction effect of packaging and naming strategies, in turn, positively influences perceived quality. An article about the research is published in Advances in National Brand and Private Label Marketing.
Click here for an abstract of the article.

If you have any questions about this subject, please contact us: info@nvc.nl, +31-(0)182-512411. This item is also included in our monthly overview, the NVC Members-only Update.