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

This e-book offers the most recent learn on nationwide model and personal label advertising and marketing, within the kind of unique, rigorous and proper contributions from the 2016 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona. It covers retailing-related themes, reminiscent of model naming and packaging judgements, cost elasticity, positioning, branding, client habit, monetary obstacle, recommendations in progress, and mature deepest labels.

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Lopez, R. , & Zhu, C. (2015). TV advertising spillovers and demand for private labels: The case of carbonated soft drinks. Applied Economics, 47(25), 2563–2576. Mieres, C. , Martı´n, A. M. , & Gutie´rrez, J. A. T. (2006). Antecedents of the difference in perceived risk between store brands and national brands. 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).

Hopefully the current volume will be instrumental in bringing marketing and AI closer together. 5 Discussion Overall, the application of the proposed integrative model of loyalty to each of the four-stages loyalty model, indicates that this is a critical analysis, since each stage revealed to be influenced by different loyalty factors. This implies that depending on the loyalty stage consumers are in, different factors will enhance his/her loyalty towards the retailing chain. More importantly, findings indicate that consumers’ loyalty towards the private labels is a significant loyalty factor, in all the different loyalty stages, highlighting the relevant role that retailers’ brands can have on establishing both attitudinal and behavioral loyalty.

1996). Previous research studied factors that influenced this proneness’ for example, Richardson et al. (1996) referred to extrinsic cues, risk aversion, and intolerance of ambiguity as psychographic traits that can affect PL proneness. Horvat and Dosen (2013) emphasized PL risk aversion during the product’s growth stage. We claim that the proneness to buy PL products during their BLC growth stage might be related to other factors as well, such as the tendency to adopt new products; the tendency to get information from external sources, such as advertising and other extrinsic cues; and shopping frequency (hereafter referred to as Early adopter, Advertising lover, Leaner on extrinsic cues, and Frequent shopper).

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