Manufacturer and Retailer Brand Acceptance under Different Levels of Purchase Involvement

Consumers usually care who is standing behind the brand – a well-known manufacturer, or retailer, whose store is being visited, or an anonymous producer. Branding type in terms of implied brand ownership plays an important informational role. However, some consumers are more likely to prefer one brand type over the other. Marketing scholars and practitioners are interested in factors that differentiate such consumers and their choices.