Advances in National Brand and Private Label Marketing: by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj

By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman

This booklet offers the newest study and up to date stories within the box of nationwide model and personal label advertising and marketing. It covers quite a lot of themes, together with retailing, advertising, normal enterprise, psychology, economics and records. It addresses assorted parts of software, similar to model naming and packaging judgements, expense elasticity, positioning, branding, client motivation, on-line groups, financial trouble, thoughts in development and mature deepest labels. The contributions are geared up in line with the next subject matters: customer behaviour, strategic judgements, branding, marketplace developments and theoretical examine. The booklet provides a set of unique, rigorous and proper contributions from the 2015 nationwide manufacturers and personal Label advertising convention in Barcelona.

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By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman

This booklet offers the newest study and up to date stories within the box of nationwide model and personal label advertising and marketing. It covers quite a lot of themes, together with retailing, advertising, normal enterprise, psychology, economics and records. It addresses assorted parts of software, similar to model naming and packaging judgements, expense elasticity, positioning, branding, client motivation, on-line groups, financial trouble, thoughts in development and mature deepest labels. The contributions are geared up in line with the next subject matters: customer behaviour, strategic judgements, branding, marketplace developments and theoretical examine. The booklet provides a set of unique, rigorous and proper contributions from the 2015 nationwide manufacturers and personal Label advertising convention in Barcelona.

Show description

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

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J. (1992). Finding out why customers shop your store and buy your brand: Automatic cognitive processing models of primary choice. Journal of Advertising Research, 32, 59–78. , & Trappey, R. (2001). Learning why some customers shop at less convenient stores. Journal of Business Research, 54, 151–159. Memory for Private Label Versus National Brand in Feature Advertising Marco Ieva, Cristina Ziliani, and Juan Carlos Ga´zquez-Abad Abstract Feature advertising is perceived to be the most cost-effective way to deliver information that would influence consumers’ store choice.

1 Choices of Australian and French Discount Wine Brand for Ethnic Groups The explanatory power is typically used to indicate how well the research fits the variables or factors (Coakes & Steed, 2009). As for the coefficient, it represents the positive or negative correlation between the dependent variable and the independent variable. The coefficient could not explain the percentage of the response variable variation for the model (Coakes & Steed, 2009). Our study uses the adjusted R2 to measure the explanatory power as well as to compare with three research models.

For Sainsbury no significant relationship with banking was apparent. Further, examining the Nagelkerke R2’s we find that the relationship is strongest (the highest amount of variance explained) for same-branded and tiered PLs, that is Tesco Everyday value CSD with Tesco Everyday value Chocolate and Sainsbury CSD with Sainsbury Chocolate. The next strongest relationships are with other chocolate brands, and fuel. Banking has the weakest relationship with buying PL CSD. When we repeat the analysis with the lower tiered PL chocolate brands as the DV (Table 3), we see, as expected, stronger relationships with PL chocolate brands at other tiers, with the relationship with mid tier slightly stronger than the premium PL.

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