Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/19425
Appears in Collections:Management, Work and Organisation Journal Articles
Peer Review Status: Refereed
Title: Retail-Brand Baby-Products: What Do Consumers Think?
Authors: Broadbridge, Adelina
Morgan, Henry
Contact Email: a.m.broadbridge@stir.ac.uk
Keywords: brand
valuation
equity
electronic
management
e-branding
e-tailing
management
international
Internet
marketing
measurement
personality
consumers
advertising
fast moving
consumer goods
FMCG
brand-building
strategy
Issue Date: Feb-2001
Publisher: Palgrave Macmillan
Citation: Broadbridge A & Morgan H (2001) Retail-Brand Baby-Products: What Do Consumers Think?, Journal of Brand Management, 8 (3), pp. 196-210.
Abstract: This research investigated consumer perceptions and buying behaviour of retail versus manufacturer brand baby care toiletry products. Using a pluralistic methodology the findings revealed that most respondents had tried some retail-brand baby-care products, although certain baby products and labels carried higher perceived risk than others. In general, however, manufacturer-branded baby-care products were regarded by respondents to be of higher quality and lower perceived risk than retail-brand baby-care products. It was concluded that the introduction of a retailer-brand baby-care product range as a differentiating competitive strategy for a retail chain in Northern Ireland should not be pursued owing to insufficient consumer acceptance and trust of this high risk product category.
Type: Journal Article
URI: http://hdl.handle.net/1893/19425
DOI Link: http://dx.doi.org/10.1057/palgrave.bm.2540020
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Management Work and Organisation
Independent

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