Image Congruence and Attitudes Toward Private Brands Image Congruence and Attitudes toward Private Brands

ABSTRACT -Focusing on three types of image congruence surrounding private brands, this study explores their relationships with and effects on attitudes toward private brands. According to results; (1) private brands' images need to be created and maintained as target customers want, (2) product categories similar in image to their stores should be included in private brands, (3) retailers have to improve consumer attitudes toward stores by making their store images similar to consumers' self images, and (4) retailers need to change value-oriented strategies for their private brands with quality-oriented strategies. [to cite]: Dongdae Lee 435 Advances in Consumer Research Volume 31, © 2004 Image Congruence and Attitudes toward Private Brands Dongdae Lee, Tongmyung University of Information Technology ABSTRACT Focusing on three types of image congruence surrounding private brands, this study explores their relationships with and effects on attitudes toward private brands. According to results; (1) private brands' images need to be created and maintained as target customers want, (2) product categories similar in image to their stores should be included in private brands, (3) retailers have to improve consumer attitudes toward stores by making their store images similar to consumers' self images, and (4) retailers need to change value-oriented strategies for their private brands with qualityoriented strategies

Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory

Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory