By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
This ebook offers the newest learn on nationwide model and personal label advertising, within the kind of unique, rigorous and proper contributions from the 2016 nationwide manufacturers and personal Label advertising convention in Barcelona. It covers retailing-related themes, reminiscent of model naming and packaging judgements, cost elasticity, positioning, branding, shopper habit, financial drawback, concepts in progress, and mature deepest labels.
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Extra resources for Advances in National Brand and Private Label Marketing: Third International Conference, 2016
Tolba, A. , & Hassan, S. S. (2009). Linking customer-based brand equity with brand market performance: A managerial approach. Journal of Product & Brand Management, 18(5), 356–366. , & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage Hanna Gendel-Guterman and Shlomo Lampert Abstract The share of PL in various markets differs according to PL relative positioning and its stage in the brand life cycle.
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”. 28 S. Molinillo et al. g. Ekinci et al. 2008; Kumar et al. 2013; Lam and Shankar 2014). Bloemer and Kasper (1995, p. 314) define brand satisfaction as “the outcome of the subjective evaluation that the chosen brand meets or exceeds the expectations”.
Ga´zquez-Abad, & R. J. A. ), Advances in national brand and private label marketing (pp. 113–125). Second International Conference, 2015. Springer Proceedings in Business and Economics. , & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. , & Ngo, L. V. (2007). Balancing external adaptation and internal effectiveness: Achieving better brand performance. Journal of Business Research, 60(1), 11–20. Oliver, R. L. (1999). Whence consumer loyalty?
Advances in National Brand and Private Label Marketing: Third International Conference, 2016 by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht