By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
This booklet provides the newest learn and up to date reports within the box of nationwide model and personal label advertising. It covers quite a lot of issues, together with retailing, advertising and marketing, common company, psychology, economics and records. It addresses varied parts of software, comparable to model naming and packaging judgements, rate elasticity, positioning, branding, patron motivation, on-line groups, monetary situation, ideas in development and mature inner most labels. The contributions are geared up in line with the subsequent subject matters: patron behaviour, strategic judgements, branding, industry developments and theoretical examine. The ebook provides a suite of unique, rigorous and appropriate contributions from the 2015 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona.
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Additional info for Advances in National Brand and Private Label Marketing: Second International Conference, 2015
Indeed, one of the main conclusions of Gijsbrechts et al. (2003) is that for retailers that have succeeded in matching the quality of their PL products to that of (high quality) competing NBs, flyer effectiveness is increased when the former are assigned more space in the flyer. , 2003). Given that attention is difficult to measure, memory measures are used as a common proxy (Sundar, Narayan, Obregon, & Uppal, 1998). If someone can recall a particular brand, then it can be assumed that he or she paid attention to it (Magee, 2013).
Our study is grounded on the up-to-data research area on the importance of intranational diversity and focuses on different ethnic groups’ wine brand category choice for different purchase scenarios. Wine Brand Category Choice and Confucianism: A Purchase Motivation. . g. marketing model, CCBC model and combined/hybrid model) on consumers’ to explain three ethnic groups’ wine brand category choice. g. “up to 10 dollars ¼ discount brand”, “11–40 dollars ¼ household brand” and “above 40 dollars ¼ premium brand”).
An implication of these findings for retailers is that having the same brand for PLs across similar categories may potentially have a positive effect on cross purchasing behavior. , food, personal care, household) might be the most effective way to facilitate this brand extension. The cross buying of PLs in unrelated categories is very weak to non-existent. This suggests that the dissimilarity of the categories is too vast to create a link in consumers’ minds and hence behaviors, even if the brand for both categories are the same.
Advances in National Brand and Private Label Marketing: Second International Conference, 2015 by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman