Download 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 publication offers the most recent examine and up to date reviews within the box of nationwide model and personal label advertising. It covers a variety of subject matters, together with retailing, advertising, common company, psychology, economics and data. It addresses assorted components of program, equivalent to model naming and packaging judgements, fee elasticity, positioning, branding, customer motivation, on-line groups, monetary challenge, concepts in development and mature deepest labels. The contributions are equipped in accordance with the next subject matters: patron behaviour, strategic judgements, branding, industry developments and theoretical examine. The booklet offers a set of unique, rigorous and proper contributions from the 2015 nationwide manufacturers and personal Label advertising convention in Barcelona.
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Additional info for Advances in National Brand and Private Label Marketing: Second International Conference, 2015
NBs on flyers is equally effective in terms of memory. We found that free recall and recognition— commonly used as proxies of memory—did not differ between PL and NBs. For retailers, this means that despite the different presence in terms of flyer space, featuring PL is as effective as NB in terms of flyer space allocation. We also explored the association between memory and customer characteristics, an area of investigation that has not specifically covered PL feature advertising before. Flyer proneness and loyalty to the retailer were discovered to be significant predictors of—respectively—NBs free recall and PL recognition.
2014). Premium generic brand (PGB) choice vis-a-vis generic and national brands: A scenario comparison for self-use, family consumption and gift giving in a food versus non-food and cross-cultural context. Journal of Retailing and Consumer Services, 21(4), 492–501. , & Tung, R. L. (2012). Share of wallet in retail banking: A Comparison of Caucasians in Canada and Australia vis-a`-vis Chinese in China and overseas Chinese. International Journal of Bank Marketing, 30(2), 88–101. , & Setogawa, S.
Grocery retailers are known and have expertise in selling packaged goods Buying of Private Labels Across Categories: How Far Is too far? 37 categories. Therefore, there is a natural fit that is the main variable predicting brand extensions success (Aaker & Keller, 1990), with extending the retailer’s brand across the packaged goods categories they are known for selling. However, retailers also position themselves on service provision, and convenience of location is also a key driver in supermarket retailer success (Woodside & Trappey, 2001; Woodside & Trappey, 1992).