The (joint) impact of the shelf layout and the shelf communication on the brand switching intention to a private label brand and another national brand during a conflict delisting.
Keywords
Loading...
Authors
Issue Date
2024-07-03
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
This study investigates the (joint) impact of the shelf layout and the shelf communication on the brand switching intention to a private label brand and another national brand during a conflict delisting at a grocery-retailer. An online survey-experiment was conducted among 252 Dutch customers. The data was analyzed in SPSS using six multiple regression analyses. The results show that presenting another national brand, compared to presenting a private label brand as an alternative, did have a negative impact on the brand switching intention to a private label brand during a conflict delisting. Furthermore, no evidence was found to support the impact of adjusting the shelf layout and/or presenting the shelf communication on the brand switching intention to a private label brand and another national brand during a conflict delisting. Finally, this study presents recommendations for grocery-retailers and manufacturers on how to act during a conflict delisting. As this study was the first to investigate the (joint) impact of the shelf layout and the shelf communication on the brand switching intention during a conflict delisting, this study is a valuable contribution to the existing literature.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen