制造商线索与零售商自有品牌感知质量

零售商通常把自有品牌产品委托给其他企业进行代工。在国外,在自有品牌上只标注零售商的信息,而无须显示代工制造商的任何信息;然而在我国,根据相关法规,必须标注代工制造商的名称和所在地,这是中国特有的现象。本文研究这一特殊现象,并把与制造商有关的线索称为“制造商线索”,包括制造商名称、所在地和包装模仿。研究发现制造商所在地和制造商包装模仿对自有品牌感知质量有重要的影响,而制造商名称的影响并不显著,消费者的产品知识对上述影响关系具有调节作用。

Manufacturer Cue and Retailer Store Brands' Perceived Quality

Retailers always let other companies manufacturing the store brand product.In China,because of requirement of government's regulation,manufacturing name and manufacturing place must be labeled in the product,or else,the product is a disqualified product.But in other countries,the two are not labeled in the store brand product,so it's a China-specific phenomenon.The paper explores the phenomenon,and we define the manufacturer cues are related with the manufacturing brand,which include national brand package,supplier name and supplier place.We find that supplier package and supplier place had significant effect on store brand's perceived quality.However,supplier name had a non significant effect.Product knowledge plays a role of moderating to the above relationship.