National versus store brand effects on consumer evaluation of a garment

Abstract

Purpose

The study reported in this article aims to examine the effects of national versus store brands on consumer evaluation of a garment, taking into account the intended product usage situation (for everyday use versus for a special occasion) as well as price (regular versus discount), type of store (department versus boutique), and store image (lower‐class versus upper‐class).

Design/methodology/approach

An experiment was conducted with 127 Canadian adult consumers where the above variables were manipulated by means of short vignettes presenting a to‐be‐evaluated branded shirt.

Findings

The results of the experimental study showed that consumer evaluations of store brands and national brands were influenced by the joint effects of store image and intended usage situation.

Practical implications

Retailers in upper‐class retail clothing stores willing to promote their store brands should emphasize in their communication programs buying contexts in which an item is needed for some special event (e.g. a wedding anniversary) because this appears to correspond to situations where store brands are best valued. Retailers in lower‐class stores should rather promote their store brands by stressing the good quality of their clothes in day‐to‐day usage situations. As for national brands of clothing, emphasizing the satisfaction guarantee that comes automatically with well‐established brands would seem to be the best communication strategy.

Originality/value

The paper shows the influence of store image on consumer evaluations of garments.

Citation

d'Astous, A. and Saint‐Louis, O. (2005), "National versus store brand effects on consumer evaluation of a garment", Journal of Fashion Marketing and Management, Vol. 9 No. 3, pp. 306-317. https://doi.org/10.1108/13612020510610435