Department of Management

Lars Esbjerg

Retailer brand architectures: Consumer perceptions of five Danish food retailers

Research output: Contribution to conferencePaperResearch

Standard

Retailer brand architectures: Consumer perceptions of five Danish food retailers. / Esbjerg, Lars; Grunert, Klaus G.; Juhl, Hans Jørn.

2004. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA, .

Research output: Contribution to conferencePaperResearch

Harvard

APA

Esbjerg, L., Grunert, K. G., & Juhl, H. J. (2004). Retailer brand architectures: Consumer perceptions of five Danish food retailers. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA, .

CBE

Esbjerg L, Grunert KG, Juhl HJ. 2004. Retailer brand architectures: Consumer perceptions of five Danish food retailers. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA, .

MLA

Vancouver

Esbjerg L, Grunert KG, Juhl HJ. Retailer brand architectures: Consumer perceptions of five Danish food retailers. 2004. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA, .

Author

Esbjerg, Lars ; Grunert, Klaus G. ; Juhl, Hans Jørn. / Retailer brand architectures: Consumer perceptions of five Danish food retailers. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA, .

Bibtex

@conference{24f5f45024ff11da834f000ea68e967b,
title = "Retailer brand architectures: Consumer perceptions of five Danish food retailers",
abstract = "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.",
keywords = "MAPP, Brand architecture, Food retailing, Denmark, Brand, Forbrugeropfattelse, MAPP, Brand architecture, Food retailing, Denmark, Brand, Forbrugeropfattelse",
author = "Lars Esbjerg and Grunert, {Klaus G.} and Juhl, {Hans J{\o}rn}",
year = "2004",
language = "English",
note = "null ; Conference date: 20-05-2004 Through 23-05-2004",

}

RIS

TY - CONF

T1 - Retailer brand architectures: Consumer perceptions of five Danish food retailers

AU - Esbjerg, Lars

AU - Grunert, Klaus G.

AU - Juhl, Hans Jørn

PY - 2004

Y1 - 2004

N2 - 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.

AB - 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.

KW - MAPP

KW - Brand architecture

KW - Food retailing

KW - Denmark

KW - Brand

KW - Forbrugeropfattelse

KW - MAPP

KW - Brand architecture

KW - Food retailing

KW - Denmark

KW - Brand

KW - Forbrugeropfattelse

M3 - Paper

ER -