ASU Electronic Theses and Dissertations
This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.
In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.
Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.
- Grebitus, Carola
- 1 Arizona State University
- 1 Hughner, Renee
- 1 Richards, Timothy J
- 1 Theron, Sophie Winter
- 1 English
- 1 Public
- Business
- 1 Agriculture economics
- 1 Consumer behavior
- 1 Cross-category model
- 1 Marketing
- 1 Private labels
- 1 Store brands
- more
- 1 Umbrella branding
- Dwarf Galaxies as Laboratories of Protogalaxy Physics: Canonical Star Formation Laws at Low Metallicity
- Evolutionary Genetics of CORL Proteins
- Social Skills and Executive Functioning in Children with PCDH-19
- Deep Domain Fusion for Adaptive Image Classification
- Software Defined Pulse-Doppler Radar for Over-The-Air Applications: The Joint Radar-Communications Experiment
Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations …
- Contributors
- Theron, Sophie Winter, Richards, Timothy J, Grebitus, Carola, et al.
- Created Date
- 2014