Read e-book online Advances in National Brand and Private Label Marketing: PDF

By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman

ISBN-10: 3319201816

ISBN-13: 9783319201818

ISBN-10: 3319201824

ISBN-13: 9783319201825

This booklet offers the most recent study and up to date reports within the box of nationwide model and personal label advertising. It covers a variety of subject matters, together with retailing, advertising and marketing, normal company, psychology, economics and records. It addresses different components of software, similar to model naming and packaging judgements, cost elasticity, positioning, branding, shopper motivation, on-line groups, financial obstacle, concepts in progress and mature deepest labels. The contributions are prepared in accordance with the next topics: client behaviour, strategic judgements, branding, industry traits and theoretical study. The publication offers a suite of unique, rigorous and proper contributions from the 2015 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona.

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Is this relationship moderated by category similarity? 3. Is the relationship stronger when it is between PLs from the same retailer and same tier? 4. What is the impact of store loyalty on these relationships 3 Method and Analysis Approach Data for this study comes from a consumer survey conducted online in the UK in 2012 (N ¼ 923). There were 54 % females and 46 % males and the age split was under 25 years ¼ 13 %; 25–34 years ¼ 18 %; 35–44 years ¼ 15 %; 45– 54 years ¼ 18 %; 55–64 years ¼ 15 %; 65+ years ¼ 22 %.

2009). Competition for memory retrieval between private label and national brands. Journal of Business Research, 63(1), 1142–1147. , & Winter, S. (2015). Cross-category effects and private labels. European Review of Agricultural Economics, 42, 187–216. , & Brodie, R. J. (1993). Consumer evaluations of brand extension: Further empirical results. International Journal of Research in Marketing, 10, 47–53. , & Gijsbrechts, E. (2012). Consumption-based cross-brand learning: Are private labels really private?

Therefore, flyer-prone consumers should also have higher recall and recognition of NBs, which have a more prominent presence in flyers than PL’s: H3a. The greater the individuals’ flyer-proneness, the greater the NBs free recall H3b. The greater the individuals’ flyer-proneness, the greater the NBs recognition Store loyalty is one of the key benefits retailers obtain from having important PLs; however the direction of the association between attitude towards PLs and loyalty to the retailer is not clear; consumers who are loyal to a retailer may be more likely to buy its PL, rather than vice versa (Bonfrer & Chintagunta, 2004).

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Advances in National Brand and Private Label Marketing: Second International Conference, 2015 by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman


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