Consumers' brand decision: a matter of social risk

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

Standard

Consumers' brand decision : a matter of social risk. / Loebnitz, Natascha; Zielke, Stephan; Grunert, Klaus G.

In: International Journal of Retail and Distribution Management, Vol. 48, No. 6, 2020, p. 575-589.

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

Harvard

Loebnitz, N, Zielke, S & Grunert, KG 2020, 'Consumers' brand decision: a matter of social risk', International Journal of Retail and Distribution Management, vol. 48, no. 6, pp. 575-589. https://doi.org/10.1108/IJRDM-02-2019-0062

APA

Loebnitz, N., Zielke, S., & Grunert, K. G. (2020). Consumers' brand decision: a matter of social risk. International Journal of Retail and Distribution Management, 48(6), 575-589. https://doi.org/10.1108/IJRDM-02-2019-0062

CBE

Loebnitz N, Zielke S, Grunert KG. 2020. Consumers' brand decision: a matter of social risk. International Journal of Retail and Distribution Management. 48(6):575-589. https://doi.org/10.1108/IJRDM-02-2019-0062

MLA

Loebnitz, Natascha, Stephan Zielke, and Klaus G. Grunert. "Consumers' brand decision: a matter of social risk". International Journal of Retail and Distribution Management. 2020, 48(6). 575-589. https://doi.org/10.1108/IJRDM-02-2019-0062

Vancouver

Loebnitz N, Zielke S, Grunert KG. Consumers' brand decision: a matter of social risk. International Journal of Retail and Distribution Management. 2020;48(6):575-589. https://doi.org/10.1108/IJRDM-02-2019-0062

Author

Loebnitz, Natascha ; Zielke, Stephan ; Grunert, Klaus G. / Consumers' brand decision : a matter of social risk. In: International Journal of Retail and Distribution Management. 2020 ; Vol. 48, No. 6. pp. 575-589.

Bibtex

@article{9c60c8514da7411891705b713157a954,
title = "Consumers' brand decision: a matter of social risk",
abstract = "Purpose: This study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK. Design/methodology/approach: The authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK. Findings: The study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations. Research limitations/implications: While Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for. Practical implications: Given that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany. Originality/value: This study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.",
keywords = "Lidl, National brands, Premium private label, Product expectations, Social risk",
author = "Natascha Loebnitz and Stephan Zielke and Grunert, {Klaus G.}",
year = "2020",
doi = "10.1108/IJRDM-02-2019-0062",
language = "English",
volume = "48",
pages = "575--589",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Group Publishing",
number = "6",

}

RIS

TY - JOUR

T1 - Consumers' brand decision

T2 - a matter of social risk

AU - Loebnitz, Natascha

AU - Zielke, Stephan

AU - Grunert, Klaus G.

PY - 2020

Y1 - 2020

N2 - Purpose: This study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK. Design/methodology/approach: The authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK. Findings: The study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations. Research limitations/implications: While Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for. Practical implications: Given that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany. Originality/value: This study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.

AB - Purpose: This study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK. Design/methodology/approach: The authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK. Findings: The study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations. Research limitations/implications: While Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for. Practical implications: Given that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany. Originality/value: This study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.

KW - Lidl

KW - National brands

KW - Premium private label

KW - Product expectations

KW - Social risk

UR - http://www.scopus.com/inward/record.url?scp=85083741413&partnerID=8YFLogxK

U2 - 10.1108/IJRDM-02-2019-0062

DO - 10.1108/IJRDM-02-2019-0062

M3 - Journal article

AN - SCOPUS:85083741413

VL - 48

SP - 575

EP - 589

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 6

ER -