Study on the Spill-over Influences of Manufacturer Brand on Private Brand: Based on the Perspective of Consumer Perception

摘要

There is not only a competitive but also a complementary relationship existing between manufacturer brand and private brand. This paper, on the basis of studying trust and satisfaction of consumers on manufacturer brand, makes a research on the relationship between them and consumers' trust and satisfaction on private brand. The results of empirical research show that, the higher trust and satisfaction the consumers have on manufacturer brand, the higher trust and satisfaction they will also have on private brand. The trust and satisfaction that has been built through well-known manufacturer brand can be passed on to consumers' attitudes towards private brand, and ultimately affect consumers' willingness to buy private brand.