Independent brands – what do consumers think about them and what do their acquirers need to know?

Dr Alessandro Biraglia and Dr Bill Davvetas discuss their recent research, looking at the increased preference for independent brands, and how this can be affected depending on a country’s culture. They also discuss what larger organisations planning on acquiring independents need to know about how the acquisition can affect consumers’ perception of the brand. 

Read the paper: The “Indie” Premium: How Independent Firms Create Product Value across Cultures, International Marketing Review, https://doi.org/10.1108/IMR-04-2021-0157 

This podcast episode was recorded remotely in January 2023. If you would like to get in touch regarding this podcast, please contact research.lubs@leeds.ac.uk. A transcript of this episode is available.   

About the speakers:  

Dr Alessandro Biraglia is an Associate Professor of Marketing at Leeds University Business School. His research interests include: consumer behaviour; consumer psychology; branding; entrepreneurship and business development; political marketing; and food marketing. Dr Vasileios (Bill) Davvetas is also an Associate Professor of Marketing at Leeds University Business School. His areas of research include: international marketing; branding; and consumer behaviour.