Advances in National Brand and Private Label Marketing: by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj PDF
By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
This ebook offers the newest examine and up to date stories within the box of nationwide model and personal label advertising. It covers quite a lot of issues, together with retailing, advertising, basic company, psychology, economics and facts. It addresses different parts of software, similar to model naming and packaging judgements, fee elasticity, positioning, branding, patron motivation, on-line groups, fiscal predicament, options in progress and mature inner most labels. The contributions are prepared in response to the subsequent topics: shopper behaviour, strategic judgements, branding, industry developments and theoretical learn. The e-book provides a set of unique, rigorous and correct contributions from the 2015 nationwide manufacturers and personal Label advertising convention in Barcelona.
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Extra resources for Advances in National Brand and Private Label Marketing: Second International Conference, 2015
1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41. , & Colgate, M. (2005). Customers’ responses to retail brand extensions. Journal of Marketing Management, 21(3–4), 393–419. DelVecchio, D. (2001). Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics. Journal of Retailing and Consumer Services, 8 (5), 239–249. , & Chang, S. R. (2012). A cross-category and cross-country analysis of umbrella branding for national and store brands.
21 not only the influence of marketing factors, but also consumers cultural background and how that affects consumers’ behaviour. In East Asia, Confucianism is the predominant ideology, in particular in China and South Korea, and we therefore investigate the impact of Confucianism on consumer purchases. Our study is unique as we combine six marketing factors (country of origin, brand image, price, value for money, customer satisfaction and product quality) and Confucian consumer behaviour components (CCBC).
PLs and retailer brands from Sainsbury and Tesco were among the list of brands, which represented the categories. Additionally, the respondents were asked about their store patronage. The categories chosen differ deliberately from each other (see Table 1 for a summary). This allows us to test if the strength of relationship varies with the degree to which the second category is related or unrelated. All variables were binary (being a customer of a retailer PL, coded as 1: yes and 0: no). To facilitate comparison across pairs of PL brands, we applied binary logistic regression 38 M.
Advances in National Brand and Private Label Marketing: Second International Conference, 2015 by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman