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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The Impact of Customer Awareness of Manufacturer Name Disclosure on Retail Brand Attitudes and Loyalty in Korea
Author(s): Cho, Young-Sang
Rha, Hye-Su
Burt, Steven
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Keywords: Consumer attitudes
Manufacturer׳s name disclosure
Retail brands
Store loyalty
National brand loyalty
Issue Date: Jan-2015
Date Deposited: 19-Nov-2014
Citation: Cho Y, Rha H & Burt S (2015) The Impact of Customer Awareness of Manufacturer Name Disclosure on Retail Brand Attitudes and Loyalty in Korea. Journal of Retailing and Consumer Services, 22, pp. 128-137.
Abstract: This paper explores the impact of exposing the name of the manufacturer on a retail brand product upon national brand loyalty, retail brand loyalty and store loyalty, It does so by exploring customer attitudes towards retail brands in South Korea, where there is a legal requirement for retail brands to portray the manufacturer׳s name. For international retailers entering markets where such disclosure is a legal requirement an understanding of the implications of this for retail brand management is essential. The findings suggest that in the Korean case revealing the name of the manufacturer who supplies the retail brand on the product packaging has a positive influence on attitudes towards retail brands, although it did not mitigate the perceived risks held by customers towards retail brand products in general.
DOI Link: 10.1016/j.jretconser.2014.10.008
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