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