Image Congruence and Attitudes Toward Private Brands

Dongdae Lee, Tongmyung University of Information Technology
ABSTRACT - Focusing on three types of image congruence surrounding private brands, this study explores their relationships with and effects on attitudes toward private brands. According to results; (1) private brands’ images need to be created and maintained as target customers want, (2) product categories similar in image to their stores should be included in private brands, (3) retailers have to improve consumer attitudes toward stores by making their store images similar to consumers’ self images, and (4) retailers need to change value-oriented strategies for their private brands with quality-oriented strategies.
[ to cite ]:
Dongdae Lee (2004) ,"Image Congruence and Attitudes Toward Private Brands", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 435-441.