THE CONTRIBUTION OF OWN LABEL PRODUCTS TO A SUPERMARKET BRAND IN THE UK
通过定性和定量研究，探讨自有品牌产品如何影响消费者对超市的选择，以及消费者对自有品牌重要性的看法。
In retailing, consumers are faced with an abundance of products and stores to choose from. Through own label products, supermarkets are attempting to differentiate their brand offering from their competitors. As a unique offering, own label brands are influential in attracting new customers and retaining current customers (Miranda and Joshi, 2003). Own label products have developed from an offering of low quality and low price products and are now a means of achieving store loyalty through a differentiated offering of high quality own label products (Corstjens, J. and Corstjens, M., 1999). This area of study was chosen due to the change in the marketing of own label products and to assess how important consumers perceive own label products in their choice of supermarket. Within the qualitative research, two supermarkets, ASDA and Sainsbury's, were selected due to their similar market share yet difference in store and product offerings. The quantitative research does not focus on specific supermarkets but investigates respondents attitudes towards their reasons for choice of supermarket and the importance placed on own label products. Recived: 24. 11. 2005. Accepted: 19. 3. 2006. Preliminary communication UDC: 658.626 (410) BRANDS IN RETAILING In retailing, a brand name can be more than a name or make of product, and is argued that it represents 'embodiments of special qualities, values and images' (Gabriel and Lang, 1995, p.61). Klein (2000) further argues that brands are not products but are now ideas, attitudes, values and experiences. Grace and O'Cass (2002) argue that a brand name holds economic and symbolic values in consumers' eyes. This is further argued by O'Cass and Frost (2002) who argue that a brand is more than a name and holds symbolic properties. It is these symbolic properties that make brands attractive and give them status in consumers' eyes. Brands are important in retailing for both consumers and retailers as a brand name differentiates a product from its competitors. It is a 'name, symbol, design or some combination which identifies the product of a particular organisation as having a substantial differentiated advantage.'(Omalley, 1991 p.107). This differentiation from competitors can be achieved through a 'fusion' of product packaging, brand name, price, quality and promotion. A brand can be defined as 'an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values, which match their needs most closely.'(DeChernatony and McDonald, 1992 p. 237). It is these 'unique added' values that transform a product into a brand name. For retailers, a brand provides identification of their products with unique associations to the store and legally protects unique features (O'Cass and Frost, 2002). For consumers, a brand can identify quality and a recognised brand can reduce search time in a buyer's decision-making process. Corstjens, et al. (1999) argue that a brand name has three roles of identity, trust and images and associations. Randall (2000) expands on these three roles and identifies 5 main functions of a brand as a form of identity, a shorthand summary, security, differentiation and added value. Knee (2002) argues that consumers evaluate a brand through the recognisability, meaning, legitimacy and consistency of the offering. A strong brand contributes to the image of a product and aids repeat purchases, which consequently leads to brand loyalty. Rooney (1995) argues that brands attract and keep consumers through the attributes offered by the brand such as value, image, prestige or lifestyle. This is achieved as 'loyalty to a strong brand is often an aspirational act, enhancing self-image and self-esteem; it reinforces a sense of peer group membership, actual or desired; it reduces worry and uncertainty; and it simplifies choices and saves time' (Wileham and Jary, 1997 p. …