Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers

[ES] 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 i...

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Detalhes bibliográficos
Autor: Pérez Santamaría, Samanta
Formato: tesis doctoral
Fecha de publicación:2020
País:España
Recursos:Universidad de Salamanca (USAL)
Repositorio:GREDOS. Repositorio Institucional de la Universidad de Salamanca
OAI Identifier:oai:gredos.usal.es:10366/145420
Acesso em linha:http://hdl.handle.net/10366/145420
Access Level:acceso abierto
Palavra-chave:Tesis y disertaciones académicas
Universidad de Salamanca (España)
Tesis Doctoral
Academic dissertations
Comportamiento del consumidor
6114.13 Marketing
5304.02 Distribución
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spelling Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumersPrivate label supplier disclosure: implications for manufacturers, retailers and consumersPérez Santamaría, SamantaTesis y disertaciones académicasUniversidad de Salamanca (España)Tesis DoctoralAcademic dissertationsComportamiento del consumidor6114.13 Marketing5304.02 Distribución[ES] 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. These effects will disappear for a lower image NB, but the NB will be perceived as more expensive. Secondly, consumers will perceive the image of the retailer as higher if it starts from a low image positioning. Moreover, if the NB has a high image, then a retailer with a lower image positioning will be perceived as more expensive. Finally, considering the PL tier, when a high image NB supplies a premium PL, the NB’s quality and image will improve, increasing the NB-premium PL differentials. In contrast, if the PL features a standard positioning, NB-PL differentials will be lower. This thesis contributes to previous PL supplier disclosure literature in several ways. First, it sets light on the lack of consensus about the effects of supplier revelation on NB perceptions. Second, it expands PL supplier disclosure knowledge from standard PLs to premium PLs. Third, it explores the effects of disclosing a dual supplier on retailer’s perceptions, a research gap that, to the best of our knowledge, only one author has studied previously. Finally, no previous literature has studied the moderating effects of brand image positioning. Moreover, the results obtained in this thesis have important implications for all the agents involved: manufacturers, retailers and consumers.Martos Partal, María MercedesGarrido Morgado, Álvaro202120212020info:eu-repo/semantics/doctoralThesishttp://hdl.handle.net/10366/145420reponame:GREDOS. Repositorio Institucional de la Universidad de Salamancainstname:Universidad de Salamanca (USAL)Attribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:gredos.usal.es:10366/1454202026-06-07T06:28:51Z
dc.title.none.fl_str_mv Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
Private label supplier disclosure: implications for manufacturers, retailers and consumers
title Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
spellingShingle Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
Pérez Santamaría, Samanta
Tesis y disertaciones académicas
Universidad de Salamanca (España)
Tesis Doctoral
Academic dissertations
Comportamiento del consumidor
6114.13 Marketing
5304.02 Distribución
title_short Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
title_full Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
title_fullStr Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
title_full_unstemmed Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
title_sort Resumen de tesis. Private label supplier disclosure: implications for manufacturers, retailers and consumers
dc.creator.none.fl_str_mv Pérez Santamaría, Samanta
author Pérez Santamaría, Samanta
author_facet Pérez Santamaría, Samanta
author_role author
dc.contributor.none.fl_str_mv Martos Partal, María Mercedes
Garrido Morgado, Álvaro
dc.subject.none.fl_str_mv Tesis y disertaciones académicas
Universidad de Salamanca (España)
Tesis Doctoral
Academic dissertations
Comportamiento del consumidor
6114.13 Marketing
5304.02 Distribución
topic Tesis y disertaciones académicas
Universidad de Salamanca (España)
Tesis Doctoral
Academic dissertations
Comportamiento del consumidor
6114.13 Marketing
5304.02 Distribución
description [ES] 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. These effects will disappear for a lower image NB, but the NB will be perceived as more expensive. Secondly, consumers will perceive the image of the retailer as higher if it starts from a low image positioning. Moreover, if the NB has a high image, then a retailer with a lower image positioning will be perceived as more expensive. Finally, considering the PL tier, when a high image NB supplies a premium PL, the NB’s quality and image will improve, increasing the NB-premium PL differentials. In contrast, if the PL features a standard positioning, NB-PL differentials will be lower. This thesis contributes to previous PL supplier disclosure literature in several ways. First, it sets light on the lack of consensus about the effects of supplier revelation on NB perceptions. Second, it expands PL supplier disclosure knowledge from standard PLs to premium PLs. Third, it explores the effects of disclosing a dual supplier on retailer’s perceptions, a research gap that, to the best of our knowledge, only one author has studied previously. Finally, no previous literature has studied the moderating effects of brand image positioning. Moreover, the results obtained in this thesis have important implications for all the agents involved: manufacturers, retailers and consumers.
publishDate 2020
dc.date.none.fl_str_mv 2020
2021
2021
dc.type.none.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
dc.identifier.none.fl_str_mv http://hdl.handle.net/10366/145420
url http://hdl.handle.net/10366/145420
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:GREDOS. Repositorio Institucional de la Universidad de Salamanca
instname:Universidad de Salamanca (USAL)
instname_str Universidad de Salamanca (USAL)
reponame_str GREDOS. Repositorio Institucional de la Universidad de Salamanca
collection GREDOS. Repositorio Institucional de la Universidad de Salamanca
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300719

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