The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the gen- eral online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and ser- vices), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.

Fornari, E., Negri, F., Iuffmann Ghezzi, A., Fornari, D., Grandi, S., Private Label vs Leading National Brand in the Online Grocery Retail Setting, in Francisco J. Martínez-lópez, J. C. G. M. I. (ed.), Advances in National Brand and Private Label Marketing, Springer Nature Switzerland AG, Cham, 2022: 74- 81. 10.1007/978-3-031-06581-1_10

Private Label vs Leading National Brand in the Online Grocery Retail Setting

Fornari, Edoardo
Membro del Collaboration Group
;
Negri, Francesca
Membro del Collaboration Group
;
Iuffmann Ghezzi, Alessandro
Membro del Collaboration Group
;
Fornari, Daniele
Membro del Collaboration Group
;
Grandi, Sebastiano
Membro del Collaboration Group
2022

Abstract

The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the gen- eral online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and ser- vices), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.
Inglese
Advances in National Brand and Private Label Marketing
978-3-031-06580-4
Springer Nature Switzerland AG
Fornari, E., Negri, F., Iuffmann Ghezzi, A., Fornari, D., Grandi, S., Private Label vs Leading National Brand in the Online Grocery Retail Setting, in Francisco J. Martínez-lópez, J. C. G. M. I. (ed.), Advances in National Brand and Private Label Marketing, Springer Nature Switzerland AG, Cham, 2022: 74- 81. 10.1007/978-3-031-06581-1_10
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/217964
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