Department of Management

Lars Esbjerg

Consumer preferences for retailer brand architectures: Results from a conjoint study

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Standard

Consumer preferences for retailer brand architectures: Results from a conjoint study. / Grunert, Klaus G.; Esbjerg, Lars; Bech-Larsen, Tino; Brunsø, Karen; Juhl, Hans Jørn.

In: International Journal of Retail and Distribution Management, Vol. 34, No. 8, 2006, p. 597-608.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

Grunert, KG, Esbjerg, L, Bech-Larsen, T, Brunsø, K & Juhl, HJ 2006, 'Consumer preferences for retailer brand architectures: Results from a conjoint study', International Journal of Retail and Distribution Management, vol. 34, no. 8, pp. 597-608.

APA

CBE

MLA

Grunert, Klaus G. et al. "Consumer preferences for retailer brand architectures: Results from a conjoint study". International Journal of Retail and Distribution Management. 2006, 34(8). 597-608.

Vancouver

Author

Bibtex

@article{2f1f3a701bc311db9d04000ea68e967b,
title = "Consumer preferences for retailer brand architectures: Results from a conjoint study",
abstract = "Purpose: The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores Design/methodology/approach: A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design Findings: Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.",
keywords = "MAPP, Detailhandel, Kundeorientering, M{\ae}rkebevidsthed, MAPP, Retailers, Customer orientation, Brand awareness",
author = "Grunert, {Klaus G.} and Lars Esbjerg and Tino Bech-Larsen and Karen Bruns{\o} and Juhl, {Hans J{\o}rn}",
year = "2006",
language = "English",
volume = "34",
pages = "597--608",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "JAI Press",
number = "8",

}

RIS

TY - JOUR

T1 - Consumer preferences for retailer brand architectures: Results from a conjoint study

AU - Grunert, Klaus G.

AU - Esbjerg, Lars

AU - Bech-Larsen, Tino

AU - Brunsø, Karen

AU - Juhl, Hans Jørn

PY - 2006

Y1 - 2006

N2 - Purpose: The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores Design/methodology/approach: A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design Findings: Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.

AB - Purpose: The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores Design/methodology/approach: A conjoint analysis is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design Findings: Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture on consumer store preference.

KW - MAPP

KW - Detailhandel

KW - Kundeorientering

KW - Mærkebevidsthed

KW - MAPP

KW - Retailers

KW - Customer orientation

KW - Brand awareness

M3 - Journal article

VL - 34

SP - 597

EP - 608

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 8

ER -