The Role of Conceptual Fluency and Brand Engagement in Private Label Brand Naming Strategy
Start Date
7-8-2026 11:45 AM
End Date
7-8-2026 12:00 PM
Location
ALT 205
Abstract
Private label brands have become an increasingly important source of competitive advantage for retailers, yet relatively little research has examined how private label brand naming strategies influence consumer perceptions. This research investigates whether store banner private label brands (i.e., products sharing the retailer's corporate brand name) are processed differently than stand alone private label brands (i.e., products marketed under a separate brand name). Drawing on both conceptual fluency and brand engagement in the self-concept (BESC), we examine the psychological mechanisms underlying consumer responses to private label brand naming strategies. Three experimental studies were conducted. Study 1 examined the effects of store banner versus stand alone naming on brand attitudes and perceived product quality. Study 2 investigated whether store banner naming enhances conceptual fluency. Study 3 examined whether consumers' level of brand engagement in the self-concept moderates the relationship between naming strategy and conceptual fluency. Results demonstrate that store banner private label brands generate more favorable brand attitudes and higher perceived product quality than stand alone brands. In addition, store banner naming significantly increases conceptual fluency, suggesting consumers find these brands easier to process and understand. These findings contribute to the private label branding literature by identifying conceptual fluency as a key mechanism through which naming strategies shape consumer evaluations. The results also provide guidance for retailers by demonstrating when leveraging an established store banner may be more effective than introducing a stand alone private label brand.
The Role of Conceptual Fluency and Brand Engagement in Private Label Brand Naming Strategy
ALT 205
Private label brands have become an increasingly important source of competitive advantage for retailers, yet relatively little research has examined how private label brand naming strategies influence consumer perceptions. This research investigates whether store banner private label brands (i.e., products sharing the retailer's corporate brand name) are processed differently than stand alone private label brands (i.e., products marketed under a separate brand name). Drawing on both conceptual fluency and brand engagement in the self-concept (BESC), we examine the psychological mechanisms underlying consumer responses to private label brand naming strategies. Three experimental studies were conducted. Study 1 examined the effects of store banner versus stand alone naming on brand attitudes and perceived product quality. Study 2 investigated whether store banner naming enhances conceptual fluency. Study 3 examined whether consumers' level of brand engagement in the self-concept moderates the relationship between naming strategy and conceptual fluency. Results demonstrate that store banner private label brands generate more favorable brand attitudes and higher perceived product quality than stand alone brands. In addition, store banner naming significantly increases conceptual fluency, suggesting consumers find these brands easier to process and understand. These findings contribute to the private label branding literature by identifying conceptual fluency as a key mechanism through which naming strategies shape consumer evaluations. The results also provide guidance for retailers by demonstrating when leveraging an established store banner may be more effective than introducing a stand alone private label brand.
