Department of Management

Lars Esbjerg

Retailer brand architectures: Consumer perceptions of five Danish food retailers

Research output: Contribution to conferencePaperResearch

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
In this paper we adapt the concept of brand architecture to food retailing. We present initial findings of a study investigating how consumer perceive and evaluate the brand architectures of five different Danish food retailers. Our findings show that consumers perceive differences in the brand architecture of food retailers and that it is an important factor in relation to evaluations of food retailers. We also find that consumers have considerable difficulties distinguishing between retailer brands and manufacturer brands, which has potentially disconcerting implications for branded food manufacturers.
Original languageEnglish
Publication year2004
Publication statusPublished - 2004
Event8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA -
Duration: 20 May 200423 May 2004

Conference

Conference8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA
Period20/05/200423/05/2004

    Research areas

  • MAPP, Brand architecture, Food retailing, Denmark, Brand, Forbrugeropfattelse

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