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- All Subjects: Consumer Behavior
- All Subjects: House brands--Marketing.
- Genre: Academic theses
- Creators: Cheng, Feng
Description
Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes.
ContributorsTheron, Sophie (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Hughner, Renee (Committee member) / Arizona State University (Publisher)
Created2014
Description
Firms have increasingly taken on the commitment to sustainability due to environmental and social concerns. Environmental and social sustainability can create firm value and social welfare through cost reduction and revenue growth. While indicating a desire to do more, firms face challenges while engaging with stakeholders in their supply chains – suppliers and consumers. Suppliers are key partners to achieve cost reduction while customers can be the driver for revenue growth. If firms do not overcome the challenges properly, such a win-win situation of both firms and their supply chain stakeholders may not exist. This dissertation aims to understand and suggest ways to overcome the challenges which firms and their supply chain stakeholders face while collaboratively pursuing sustainability.
In the first essay, I investigate the financial impact of a buyer-initiated supplier-focused sustainability improvement program on suppliers’ profitability. The results indicate that a supplier sustainability program may lead to short-term financial loss but long-term financial gain for suppliers, and this effect is contingent on supplier slack resources. The second essay of this dissertation focuses on the consumers and investigates their reactions to two types of firm environmental sustainability claims – sustainable production versus sustainable consumption. The results indicate that firm sustainable consumption claims increase consumers’ purchase, thus leads to larger firm sales, whereas firm sustainable production claims decrease consumers’ buying intention, then result in smaller firm sales. Therefore, I show that, contrary to extant belief, firm environmental sustainability can decrease consumers’ intention to buy. Finally, a firm may be impacted when some of its upstream or downstream stakeholders, or its own operations, are impacted by a natural disaster, which are becoming more frequent due to climate change. In the third essay I study the joint effect of market attention and donation timing on firm stock returns based on the experiences of firms who donated to the 2017 Hurricane Harvey. I conclude that neither the first donors nor the followers can mitigate the negative stock returns due to disasters. However, firms who match their donation timing with market attention experience less negative stock market returns compared to other counterparts.
In the first essay, I investigate the financial impact of a buyer-initiated supplier-focused sustainability improvement program on suppliers’ profitability. The results indicate that a supplier sustainability program may lead to short-term financial loss but long-term financial gain for suppliers, and this effect is contingent on supplier slack resources. The second essay of this dissertation focuses on the consumers and investigates their reactions to two types of firm environmental sustainability claims – sustainable production versus sustainable consumption. The results indicate that firm sustainable consumption claims increase consumers’ purchase, thus leads to larger firm sales, whereas firm sustainable production claims decrease consumers’ buying intention, then result in smaller firm sales. Therefore, I show that, contrary to extant belief, firm environmental sustainability can decrease consumers’ intention to buy. Finally, a firm may be impacted when some of its upstream or downstream stakeholders, or its own operations, are impacted by a natural disaster, which are becoming more frequent due to climate change. In the third essay I study the joint effect of market attention and donation timing on firm stock returns based on the experiences of firms who donated to the 2017 Hurricane Harvey. I conclude that neither the first donors nor the followers can mitigate the negative stock returns due to disasters. However, firms who match their donation timing with market attention experience less negative stock market returns compared to other counterparts.
ContributorsCheng, Feng (Author) / Dooley, Kevin (Thesis advisor) / Han, Sang-Pil (Committee member) / Polyviou, Mikaella (Committee member) / Arizona State University (Publisher)
Created2020