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 ebook provides the most recent learn and up to date stories within the box of nationwide model and personal label advertising. It covers a variety of subject matters, together with retailing, advertising, common enterprise, psychology, economics and statistics. It addresses different components of program, resembling model naming and packaging judgements, cost elasticity, positioning, branding, buyer motivation, on-line groups, monetary drawback, thoughts in progress and mature inner most labels. The contributions are equipped based on the next issues: purchaser behaviour, strategic judgements, branding, industry developments and theoretical study. The publication provides a suite of unique, rigorous and appropriate contributions from the 2015 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona.

Show description

Read or Download Advances in National Brand and Private Label Marketing: Second International Conference, 2015 PDF

Best international_1 books

Applications of Diamond Films and Related Materials: Proceedings of the First International Conference on the Applications of Diamond Films and Related Materials – ADC '91 Auburn, Alabama, U.S.A., August 17–22, 1991

An intensifying curiosity from the medical, technical, and commercial neighborhood within the new diamond know-how should be attested to by means of the big variety of contributions during this lawsuits quantity. The papers speak about issues corresponding to the purposes of diamond movies and similar broad bandgap semiconductors and superhard fabrics.

Quality Assurance in LIS Education: An International and Comparative Study

This booklet stories and examines the standard coverage structures of Library and data technological know-how (LIS) schooling in a spread international locations and areas, together with Asia, North the United States, Latin the US and Europe. Globalization of schooling has prompted the variety of LIS execs operating in each zone of the area to extend drastically.

Tools of Transport Telematics: 15th International Conference on Transport Systems Telematics, TST 2015, Wrocław, Poland, April 15-17, 2015. Selected Papers

This publication constitutes the lawsuits of the fifteenth overseas convention on delivery structures Telematics, TST 2015, held in Wrocław, Poland, in April 2015. The 35 revised complete papers and brief papers incorporated during this quantity have been rigorously reviewed and chosen from one hundred fifteen submissions. The papers offer an outline of suggestions being built within the fields of shipping telematics and clever delivery platforms.

Extra info for Advances in National Brand and Private Label Marketing: Second International Conference, 2015

Sample text

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.

Therefore, flyer-prone consumers should also have higher recall and recognition of NBs, which have a more prominent presence in flyers than PL’s: H3a. The greater the individuals’ flyer-proneness, the greater the NBs free recall H3b. The greater the individuals’ flyer-proneness, the greater the NBs recognition Store loyalty is one of the key benefits retailers obtain from having important PLs; however the direction of the association between attitude towards PLs and loyalty to the retailer is not clear; consumers who are loyal to a retailer may be more likely to buy its PL, rather than vice versa (Bonfrer & Chintagunta, 2004).

Greater recognition should be observed for PL (vs. NBs) Henderson (1984) argues that an undifferentiated view of consumers with respect to promotional attitudes and responses seems both naive and inconsistent. Deal prone consumers are psychologically disposed to favourably respond to promotional offers (Del Vecchio, 2005). In particular, flyer-prone consumers tend to be people who do not mind spending time on reading flyers; the more flyer-prone people perceive that they are doing this cognitive work, the more they appreciate it (Shimp & Kavas, 1984).

Download PDF sample

Rated 4.75 of 5 – based on 50 votes