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 ebook offers the newest examine on nationwide model and personal label advertising and marketing, within the kind of unique, rigorous and correct contributions from the 2016 nationwide manufacturers and personal Label advertising convention in Barcelona. It covers retailing-related subject matters, equivalent to model naming and packaging judgements, rate elasticity, positioning, branding, customer habit, financial predicament, ideas in progress, and mature inner most labels.

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1 Introduction Building a strong brand and enhancing its performance is crucial for business success (Aaker 1991; Lee et al. 2008). Brand performance is defined as a relative measurement of brand success in the marketplace (O’Cass and Ngo 2007). Brand performance is affected by numerous factors. g. ) differ for global brands and private labels. Private labels are often thought of as being of inferior quality and price. They usually have smaller promotion budget than mainstream brands (Sethuraman and Gielens 2014).

Building from Aaker’s (1991) and Keller’s (1993) models of brand equity, Nam et al. (2011) argue that brand loyalty is one of the components of brand equity, but that it is also an outcome. Furthermore, Buil et al. (2013), Pike et al. (2010), Tolba and Hassan (2009), and Molinillo et al. (2015) acknowledge a causal relationship between brand equity and brand loyalty. Oliver (1999, p. 34) define brand loyalty as a “deeply held commitment to rebuy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour”.

European Journal of Marketing, 33, 1082–1106. , & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, 34, 726–734. , & Burt, S. (2003). Market sanctions, monitoring and vertical coordination within retailer-manufacturer relationships: The case of retail brand suppliers. European Journal of Marketing, 37, 668–689. , & Lal, R. (2000). Building store loyalty through store brands. Journal of Marketing Research, 37, 281–291. Day, G. S. (1976). A two-dimensional concept of brand loyalty.

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