Some retailers use their chain names to identify their private labels. We find that chain labeling increases the likelihood that consumers correctly recognize a private label as belonging to a specific retailer, and that on average, chain labeling improves consumers’ attitudes toward private labels. We also identify two boundary conditions for this effect: chain labeling helps for standard, but not for economy private labels, and it improves consumers’ attitudes toward private labels in categories with low brand relevance. These results have important implications for managers on whether and when to use chain labeling for their private labels.

中文翻译：

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连锁标签能否使私人标签更成功？

一些零售商使用其连锁店名称来标识其私人标签。我们发现，连锁标签增加了消费者正确识别私人标签属于特定零售商的可能性，平均而言，连锁标签改善了消费者对私人标签的态度。我们还确定了实现此效果的两个边界条件：链标有助于标准，但对经济自有标签则无济于事，它可以改善消费者对品牌相关性较低的类别中自有标签的态度。这些结果对于管理者是否以及何时使用连锁标签为其私人标签具有重要意义。