Exploration of the Role of Packaging Design for Multi-tier Private Brands: An Abstract

Retailers have increasingly implemented multi-tier private brands (PBs hereafter), making them one of the hottest trends in the retail industry. However, multi-tier PBs are surprisingly under-researched, and specifically, few researchers have investigated the role of visual cues such as packaging design. Thus, this paper investigates how packaging design employed in multi-tier PBs drive differing consumers’ perceptions, evaluation, and responses.