Samanta Pérez-SantamaríaUniversidad de Salamanca · Department of Administration and Business Economics
My research focuses on brand management and consumer behavior. In addition, I teach in different areas of marketing.
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Dual manufacturers produce both their own brands and private label brands (PLs). Disclosing these manufacturers on PL packaging might exert quality and brand image effects, which could influence the perception differentials between national brands (NBs) and PLs. An experiment identifies moderating effects for these differentials, according to the N...
Private-label retailers' disclosures of dual manufacturing agreements—that is, agreements with manufacturers that produce both their own national brands and private labels—can affect the images associated with the retailers. In this study, an experiment reveals moderating effects on retailer images, according to the images of both the national bran...
PL supplier disclosure is becoming increasingly significant in recent years. Thanks to the Internet, consumers can easily know the supplier identity of their favorite PLs trough consumer forums, web pages, etc. Furthermore, some retailers use the disclosure as a strategy to differentiate from its competitors, even sometimes showing NB's logo on PL...
Purpose The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative price of the national brands (NB) produced by dual manufacturers, considering the possible moderating effects of the images of both the NB and PL. Design/methodol...