Download Advances in National Brand and Private Label Marketing: by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els PDF

By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht

ISBN-10: 3319399454

ISBN-13: 9783319399454

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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European Journal of Marketing, 40 (1/2), 61–82. , & Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 94(4), 796–821. , & Romaniuk, J. (2014). The real difference between consumers’ perceptions of private labels and national brands. Journal of Consumer Behaviour, 13(4), 262–269. Psychographic Traits Influencing Private Label Proneness in the. . 45 PLMA’s International Private Label Yearbook. (2015). com/inter national-private-label-yearbook Richardson, P.

1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22. , Kim, W. , & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335–351. , Pozza, I. , & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262. Laitinen, E. K. (2002). A dynamic performance measurement system: Evidence from small finish technology companies.

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.

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