By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
This booklet provides the newest examine on nationwide model and personal label advertising and marketing, within the type of unique, rigorous and suitable contributions from the 2016 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona. It covers retailing-related subject matters, corresponding to model naming and packaging judgements, expense elasticity, positioning, branding, shopper habit, financial difficulty, techniques in development, and mature deepest labels.
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Additional resources for Advances in National Brand and Private Label Marketing: Third International Conference, 2016
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2013). Thus, consumers need to make use of extrinsic cues such as price, packaging, advertising, and brand name to reduce this uncertainty (Erdem et al. 2006). Kim and Parker (1999) show there are two types of consumers—store brand seekers, who appreciate low prices, and those who tend to rely highly on advertising as regards their brand perceptions and preferences (“advertising lovers”). Thus, they are willing to pay a premium for advertised products. The “advertising lovers”, search for advertisements in the media, talk with friend about commercials and frequently are convinced to buy a product which was advertised.