Reinforcing Private Brand Competitiveness through Co-Branding: Consumer Perception and Demand

• Main Authors: Pao-Le Kuo, 郭保樂
• Other Authors: Chien, Shih-Yi
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/50234729393072250878

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 99 === Co-branding is an increasingly popular method retailers use in an attempt to transfer the positive associations of the partner (national) brands to their private label products. This study examines the effects of brand equity and store image from the constituent brands that comprise the co-brand, by measuring both consumer quality perception and purchase intention of private brands. We find that store image and brand equity of national brands affect quality perception and purchase intention of co-brand product. Effects of store image on purchase intention are partially mediated by quality perception, while brand equity and purchase intention is fully mediated by quality perception. Further, merchandise quality of the store and perceived quality of the national brands seem to surpass other store image and brand equity dimensions in consumers’ evaluation of co-branded products. Co-branding may be effective for retailers in reinforcing their private brands with aids of national brands or in introducing new private labels.