Using product sampling to augment the perceived quality of store brands |
| |
Authors: | David E. Sprott Terence A. Shimp |
| |
Affiliation: | a Department of Marketing, College of Business and Economics, Washington State University, Pullman, WA 99164-4730, USA b Department of Marketing, Moore School of Business, University of South Carolina, Columbia, SC 29208, USA |
| |
Abstract: | Two experiments test the ability of in-store sampling to enhance a store brand's perceived quality (Study 1) and whether such an outcome is contingent on quality level (Study 2). Study 1 revealed for two distinct grocery products that the perceived quality of store brands benefited significantly when participants tried these brands prior to judging their quality, but that no such benefit accrued to national brands. Study 2 found that sampling enhanced quality perceptions of a store brand only when the brand was of high (vs. low) quality. Implications for retailers’ store brand practices are discussed and suggestions for additional research are offered. |
| |
Keywords: | Perceived quality Store brands Product sampling Grocery retailing |
本文献已被 ScienceDirect 等数据库收录! |
|