The impact of customer awareness of manufacturer name disclosure on retail brand attitudes and loyalty in Korea |
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| Institution: | 1. Kong-Ju National University, 1 Daehoe-Ri, Yesan-kun, Chungnam 340-720, South Korea;2. Department of Business Administration, Korea University, Sejong Campus, 2511, Sejong-Ro, Sejong City 339-700, South Korea;1. International Retailing Center; Behavioral Sciences Research Center, NEOMA Business School, 59 rue Pierre Taittinger, Reims 51100, France;2. Chair of Commercial Space and Customer Service Management, HEC Montréal, 3000 Chemin de la Côte-Sainte-Catherine, Montréal, Canada QC H3T 2A7;1. Daniels College of Business, 337 Joy Burns Center, 2044 E. Evans Avenue, University of Denver, Denver, CO 80208, USA;2. David Nazarian College of Business and Economics, California State University, Northridge, CA 91330-8245, USA;3. School of Business, University at Albany, State University of New York, 1400 Washington Avenue, Albany, NY 12222, USA;4. School of Hotel, Restaurant & Tourism Management, University of South Carolina, Columbia, SC 29208, USA;1. University of Macedonia, Thessaloniki, Greece;2. Ghana Institute of Management and Public Administration (GIMPA) Business School, Ghana;3. University of East London, United Kingdom;4. Napier University, United Kingdom;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA;3. School of Business, Sun Yat-Sen University, Guangzhou, China;1. ESSCA School of Management – L?UNAM Université, Automotive Retail Chair, 55 Quai Alphonse Le Gallo, 92 513 Boulogne Billancourt cedex, France;2. Department of Marketing & Communication – Athens University of Economics & Business, Greece |
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| Abstract: | This paper explores the impact of exposing the name of the manufacturer on a retail brand product upon national brand loyalty, retail brand loyalty and store loyalty, It does so by exploring customer attitudes towards retail brands in South Korea, where there is a legal requirement for retail brands to portray the manufacturer?s name. For international retailers entering markets where such disclosure is a legal requirement an understanding of the implications of this for retail brand management is essential. The findings suggest that in the Korean case revealing the name of the manufacturer who supplies the retail brand on the product packaging has a positive influence on attitudes towards retail brands, although it did not mitigate the perceived risks held by customers towards retail brand products in general. |
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| Keywords: | Consumer attitudes Manufacturer?s name disclosure Retail brands Store loyalty National brand loyalty Korea |
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