Improving the Perceived Quality of Private Brands Using Co-Branding: The Role of Brand Equity and Store Image

Authors

  • Shihyi Chien Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Taiwan
  • Chiahui Yu Graduate Institutes of Technology, Innovation & Intellectual Property Management, National Chengchi University, Taiwan
  • Yichuan Wang Departments of Aviation and Supply Chain Management, Raymond J. Harbert College of Business, Auburn University, U.S.A
  • Pao-Le Kuo Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Taiwan

Keywords:

Private brand, Brand equity, Store image, Co-branding, Quality perception, Purchase intention

Abstract

Private brands are typically regarded as lower quality products because of their lower price. Co-branding could be an effective strategy for retailers because it can enhance the quality image of a private brand. This study investigated the effects of the brand equity of national brands and store image on the consumers’ quality perceptions and purchase intentions toward co-branded private brands. We conducted a survey of 354 consumers with purchase experience in a leading convenience store chain in Taiwan. We found that the brand equity of national brands and store image both affect quality perceptions and purchase intentions for co-branded products. We also found that store image has not only an indirect effect on purchase intention through quality perception, but also a direct effect on purchase intention. However, brand equity has only an indirect effect on purchase intention through quality perception.

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Published

2014-09-08

Issue

Vol. 3 No. 9 (2014)

Section

Articles