Abstract
In the age of sharing and social media, brands are increasingly being called upon to meet
consumers’ demand for transparency. Over the past decades Store Brands (SBs) have
increased both their market share and customer loyalty internationally; thus it is of paramount
importance that they increase their capability of responding to this need for transparency. The
aim of this work is to verify whether and to what extent the online discussion about the copacker
identity and/or the place of origin of SB products can reduce perception of risk
associated to purchasing of SBs and more generally to increase the credibility and thus the
brand image of the retailers. Methodology is based on classification and elaboration, through
the Nvivo software, of comments posted by consumers on the“Io leggo l’etichetta” Facebook
page, which offers the most popular “wiki” on this theme. The results show that the retailers’
which are most cited online are characterized by a general positive sentiment. This implies a
need of increasing investments in the sphere of transparency branding by the same retailers
and some potential risks for their National Brand co-packers.
Translated title of the contribution | [Autom. eng. transl.] To say or not to say. The importance of being transparent in retail branding. |
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Original language | Italian |
Title of host publication | Proceedings of the 14th International Marketing Trends Conference |
Pages | 1-15 |
Number of pages | 15 |
Publication status | Published - 2016 |
Event | 14th International Marketing Trends Conference (IMTC) - VENEZIA -- ITA Duration: 21 Jan 2016 → 23 Jan 2016 |
Conference
Conference | 14th International Marketing Trends Conference (IMTC) |
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City | VENEZIA -- ITA |
Period | 21/1/16 → 23/1/16 |
Keywords
- Store brands, shopping perceived risk, transparency, sentiment analysis