POUR UNE COMMUNICATION RESPONSABLE EN NÉGOCIATION : SÉQUENCER PRISES D’ÉCOUTE ET DE PAROLE

Abstract

In an increasingly competitive retail market, retailers have turn to focus on their brand perceptions in an attempt to further differentiate themselves from competitors and create a distinctive retail offer, through the manipulation of tangible and intangible assets. This article investigates perceptions of store brands (SBs), compared to national brands, in order to offer implications in terms of marketing communication. Two focus groups with taste tests were undertaken and analyzed to assess the perceptions of the investigated brands. The results of the content analysis indicated an increasing positive perception of SBs among consumers. According to the taste test results, the national brand is overall better evaluated than the SB in terms of taste and quality based on the non blind taste test. However, the results of the blind taste test showed that the SB is better rated than the national brand in terms of taste quality. Theoretical implications of this study are providing better understanding of SBs in terms of consumer perception whereas managerial implications are indicating to focus on SB’ intrinsic quality in SB marketing communication.