Esbjerg, Lars5; Grunert, Klaus G.5; Juhl, Hans Jørn6
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
In this paper we adapt the concept of brand architecture to food retailing. We present initial findings of a study investigating how consumer perceive and evaluate the brand architectures of five different Danish food retailers. Our findings show that consumers perceive differences in the brand architecture of food retailers and that it is an important factor in relation to evaluations of food retailers. We also find that consumers have considerable difficulties distinguishing between retailer brands and manufacturer brands, which has potentially disconcerting implications for branded food manufacturers.