Building Trust in Private Label (PL) Online: Qualitative Insights from Home Retail Practitioners

Published on Jun 12, 2019
· DOI :10.1007/978-3-030-18911-2_18
Kokho Jason Sit2
Estimated H-index: 2
(University of Portsmouth),
Andreia Daemon De Miranda Gonçalves1
Estimated H-index: 1
+ 1 AuthorsJuliet Memery8
Estimated H-index: 8
(BU: Bournemouth University)
Sources
Abstract
Consumer trust represents a key driver in PLs and online shopping. Despite the extensive research on this concept, a gap still exists in the literature due to an emergent retail practice i.e. the online trade of high-involvement PLs (e.g. home fixtures). Some questions have risen and require answers to update our knowledge of consumer trust and to better understand this emergent retail practice. They are: what does consumer trust signify in this retail practice? What can the meaningful drivers be? Are the drivers related to customer experience? Based on in-depth interviews with practitioners in the home retail sector, we suggest two conventional and one new facets underpinning consumer trust. They are ability, integrity and authenticity. We also identify and suggest experiential drivers (e.g. education, effortless and enjoyment) are as important as functional drivers in building consumer trust in this emergent retail practice. We contribute to theory by bridging the two literature of PLs and online shopping, and contribute to practice by offering insights into marketing and managing an online business that trades high-involvement PLs.
📖 Papers frequently viewed together
1 Citations
6 Citations
2005
1 Author (Ghada R. El Said)
6 Citations
References32
Newest
The trend of introducing organic private label (OPL) products aim to attract health-conscious, environmentally concerned consumers and create store loyalty. Within this context, this present study sheds insights on how store image (SI), perceived quality (PQ), trust in OPL, and perceived value (PV) influence consumers’ purchase intentions (PI) towards OPL food products. Empirical data were collected from consumers with self-administered questionnaires in Istanbul, Turkey. The suggested hypothe...
77 CitationsSource
#1Gizem Hökelekli (Katholieke Universiteit Leuven)H-Index: 2
#2Lien Lamey (Katholieke Universiteit Leuven)H-Index: 10
Last. Frank Verboven (Katholieke Universiteit Leuven)H-Index: 32
view all 3 authors...
Abstract In this study, we explore the impact of private label (PL) proliferation and pricing on consumer demand and derive profit implications for different scenarios: (i) dropping or adding a line (kids, health or muesli) within a PL tier and (ii) changing the PL tier prices. We use a representative household panel dataset (2008–2009) for the ready to eat (RTE) cereal category of two leading U.K. grocery retailers. Our results indicate line extension/delisting within the standard and premium P...
23 CitationsSource
#1Reiya Hara (Keio: Keio University)H-Index: 1
#2Nobuo Matsubayashi (Keio: Keio University)H-Index: 8
Premium store brands (PSBs), a type of store brand (SB) that effectively matches customer preferences and thus differs horizontally from national brands (NBs), have become increasingly popular. This study focuses on the strategic introduction of a PSB through collaboration between a retailer and a national brand manufacturer (NBM). To understand their strategic interactions when introducing PSBs, we employ a game-theory model based on Hotelling's linear city model. Our results indicate that coor...
29 CitationsSource
#1Wei Peng (MSU: Michigan State University)H-Index: 32
#2Shaheen Kanthawala (MSU: Michigan State University)H-Index: 6
Last. Syed Hussain (MSU: Michigan State University)H-Index: 6
view all 4 authors...
Mobile apps for health exist in large numbers today, but oftentimes, consumers do not continue to use them after a brief period of initial usage, are averse toward using them at all, or are unaware that such apps even exist. The purpose of our study was to examine and qualitatively determine the design and content elements of health apps that facilitate or impede usage from the users’ perceptive. In 2014, six focus groups and five individual interviews were conducted in the Midwest region of the...
131 CitationsSource
#1Katherine N. Lemon (BC: Boston College)H-Index: 34
#2Pieter VerhoefH-Index: 6
AbstractUnderstanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and th...
1,248 CitationsSource
New technologies have made today’s marketing faster, more mobile, more location-based, more digital, more virtual, and more automatized than ever. In this new world, marketers need to be “real-time relevant” – to gain awareness, to change perceptions and to spur action. They need to have their content in the right channel, format, time and context – from a consumer’s perspective. Only then do they at least have a chance of the consumer attending to the information and being influenced by it. In ...
13 CitationsSource
#1Magda Nenycz-Thiel (UniSA: University of South Australia)H-Index: 16
#2Jenni Romaniuk (UniSA: University of South Australia)H-Index: 26
Worldwide premium private labels (PPLs) are a new and rapidly growing phenomenon. However to date, little is known about consumers' perceptions of these newer entrants relative to other brand types. Therefore it is difficult for marketers to understand the opportunities and threats created by this new generation of brands. This study examines the ways in which consumers categorise PPLs compared to more traditional value private labels (VPLs) and national brands (NBs) on the three dimensions of q...
26 CitationsSource
Purpose – Private label brands of food products are an important component of many consumers’ purchases, as well as an integral element of the retail industry. The purpose of this paper is to examine the moderating role of trust on food private label brands’ purchase intention and loyalty. Design/methodology/approach – For this purpose, the authors propose and empirically test a conceptual model comprising variables such as price, familiarity and store image. A sample of 445 respondents was gath...
44 CitationsSource
The identification of conditions under which premium or economy private labels are more promising from a consumer perspective is of high managerial relevance. This paper is first to analyze the moderating impact of store-, category-, and private label-characteristics on consumer preferences for premium vs. economy private labels. The results reveal that premium (economy) private labels are more preferred at high-priced (low-priced) retailers and in categories of high (low) brand relevance. Howev...
25 CitationsSource
#1Elissar Toufaily (Laval University)H-Index: 7
#2Nizar Souiden (Laval University)H-Index: 19
Last. Riadh Ladhari (Laval University)H-Index: 24
view all 3 authors...
This paper examines the effects of security/privacy and social presence of retailers on consumer's e-trust in two different contexts: pure click and click and brick retailers. It explores how e-trust affects consumer attitudes toward websites and WOM. A conceptual model is tested using Structural Equation Modeling, on a random sample of 989 French customers. Results suggest that perceived website social presence and perceived security/privacy exert strong and positive impacts on website credibil...
59 CitationsSource
Cited By1
Newest
#1María Puelles (Complutense University of Madrid)H-Index: 2
view all 3 authors...
Around 20% of shoppers are now online shoppers in the Spanish Consumer Packaged Goods (CPGs) market. Pure online shoppers (those who “most frequently” conduct their shopping online) and those called “mixed” shoppers (those who “occasionally” do it) seem to differ in their preferences, choices and behaviors, when it comes to shopping for CPGs. From another perspective, shoppers who choose to buy in “pure players”, such as Amazon, and those who prefer to buy in “click-and-mortar” stores, such as C...
Source