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A key branding issue in today’s marketing world is the success of retailer-designer collaborations. The purpose of this study is to address the existing research gap on this topic while focusing on perceived brand fit. The findings based on an online survey suggest that similarity in the brand personality dimensions; sincerity, competence, excitement, sophistication, ruggedness and social responsibility between a retailer and a designer brand positively influences the perceived brand fit of the retailer-designer collaboration. Subsequently, perceived brand fit has a positive effect on consumer purchase intention of a retailer-designer collaboration. This relationship is moderated by consumer fashion consciousness.

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Een literatuurstudie naar de mogelijke strategische reacties van national brands tegen de bedreiging die private labels vormen

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An innovative methodology combining principles of netnography with part-of-speech tagging ability of a text-mining software is employed to study the brand associations of four automotive brands. The methodology is suited for analyzing brand associations based on textual data collected from online environments. Comparing company communicated and consumer perceived associations, a measure of brand image match is calculated for each brand. Furthermore relationships between brand image match rate, brand positioning and brand focus are explored. Substantial brand image match is observed across the four brands with premium positioned brands outperforming the competition in establishing experiential and symbolic benefit associations. The detailed exploration of brand associations has implications for designing marketing campaigns, implementing brand extensions and optimizing positioning and re-positioning efforts. Susceptibility of the methodology to the judgments of the researcher, sample dependency and varying level of linguistic richness of datasets, limit the generalizability potential of the findings. Supplementing the analysis with other research methods, and exploring the method’s applicability potential across credence and experience goods are among possible future research directions.

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Private label success has been growing steadily over the past decades. Private labels or store brands are particularly popular in the FMCG sector. Extensive research has been conducted on the factors explaining their success in this sector. However, private labels are not that successful yet in non-FMCG categories and research in this sector remains scarce. This master’s thesis investigates the factors that explain private label success in the electronics sector (non-FMCG sector) and the way these factors differ from the factors explaining private label success in the FMCG sector. Knowing and understanding which factors affect private label success is important for the retailers selling them, since they need to make informed strategy decisions. We developed a conceptual framework of 16 consumer characteristics, consisting of demographic, perceptual and shopping behaviour characteristics, and look at the relationships between these characteristics and consumers’ willingness to purchase private label electronics. The data for this study is gathered from a survey conducted in Flanders and is analysed by means of regression analyses. Seven of the factors show significant effects. This paper ends with a discussion of the main findings, their implications, and suggestions for further research. Keywords: private labels, store brands, non-fast moving consumer goods, retailing, electronics, willingness to purchase, demographic characteristics, perceptual characteristics, shopping behaviour characteristics