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1、PergamonJournalofRetailing78(2002)91–99Antecedentsofprivatelabelattitudeandnationalbrandpromotionattitude:similaritiesanddifferencesa,bcJudithA.Garretson*,DanFisher,ScotBurtonaDepartmentofMarketing,E.J.OursoCollegeofBusinessAdministration,LouisianaStateUniversity,BatonRouge
2、,LA70803,USAbDepartmentofMarketingandTransportation,SamM.WaltonCollegeofBusiness,UniversityofArkansas,Fayetteville,AR72701,USAcDepartmentofMarketingandTransportation,SamM.WaltonCollegeofBusiness,UniversityofArkansas,Fayetteville,AR72701,USAAbstractAmodelthataddressesthesimi
3、laritiesanddifferencesinconceptualantecedentsofattitudestowardprivatelabelgroceryproductsandnationalbrandpromotionsisproposedandtested.Theproposedmodelistestedusingasampleof300consumerswhowererecruitedfromgrocerystores,providedbehavioraldatafromsalesreceiptsoftheirshoppingt
4、rip,andrespondedtoasurveythatcontainedmulti-itemconstructmeasures.Wepredictandfindinthestudythatbothpriceandnonpricerelatedconstructsimpactbothprivatelabelattitudeandnationalbrandpromotionattitude,butthedirectionalityandstrengthofseveraloftheserelationshipsdiffer.Implication
5、softhesefindingsforretailersandnationalmanufacturersarediscussed.©2002byNewYorkUniversity.Allrightsreserved.Introductionfieldofinquiryremainsripeforfurtherexploration.QuestionsregardingwhyconsumerswithacommongoalSincepricedealsongroceryitemsareofferedinvarioustosavemoneyhaved
6、ifferentattitudestowardandpur-forms,consumerswantingtosavemoneyatgroceryretail-chasinghabitsfornationalbranddealsandprivatelabelershaveanumberofalternativesfromwhichtochoose.Forbrandsremainunanswered.instance,consumerscanredeemmanufacturers’coupons,Thepurposeofthisresearcha
7、cquiresparticularrele-takeadvantageofastore’sadvertisedspecials,searchforvancewhenthestrategicimplicationsareconsidered.shelfordisplaydiscounts,orbuyprivatelabelbrands.Priceorientedcustomersplayanimportantroleinaffect-Broadly,however,consumersseekingtosavemoneyhaveingthebal
8、anceofpowerbetweennationalbrandmanu-twooptions.Theycanseekanationalbrandbeingmarke
