Congratulations to Dr. Jiyoung Hwang (Marketing) for receiving a New Faculty Grant in the amount of $4,000.
The project for New Faculty Grant is titled, ‘Understanding Consumer Responses to Multi-tier Private Brands: The Role of Extrinsic Cues’
Multi-tier private brands (offering more than one PB in a product category) are gaining increasing interest. This research will investigate interrelationships among package design, product label, and individual traits in consumers’ evaluation of multi-tier PBs. The insights from these studies will represent a significant contribution to the literature on PBs. Also, the findings will help managers make better decisions on the implementation of multi-tier PBs, a pivotal area of future business growth.
