Private label supplier disclosure

PL supplier disclosure is becoming increasingly significant in recent years. Thanks to the Internet, consumers can easily know the supplier identity of their favorite PLs trough consumer forums, web pages, etc. Furthermore, some retailers use the disclosure as a strategy to differentiate from its competitors, even sometimes showing NB's logo on PL packaging. Drawing on signaling theory, the objective of this thesis is to address the implications of PL supplier disclosure, which can be divided into three minor objectives: effects on NB perceptions, effects on PL perceptions and effects on the retailer perceptions. The results obtained from subsequent experiments using student and consumer samples on food product categories, suggest PL supplier disclosure affects consumer perceptions about NBs, PLs and retailers. And more importantly, brand and retailer image play a major role in determining the PL supplier disclosure effects. In the first place, due to supplier disclosure, the perceived quality, image and loyalty intention of a higher image NB will be affected negatively if supplies a high image PL.
[Salamanca: 2020]

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