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

By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht

This ebook provides the newest examine on nationwide model and personal label advertising, within the type of unique, rigorous and appropriate contributions from the 2016 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona. It covers retailing-related issues, reminiscent of model naming and packaging judgements, cost elasticity, positioning, branding, patron habit, financial drawback, innovations in development, and mature deepest labels.

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Coleman et al. 2015; De Vries and Carlson 2014; Lee et al. 2008), due to the fact that customer performance positively influences financial performance (Lee et al. 2008). Accordingly, the model proposed in this study (see Fig. 1) suggests that consumer based brand performance measures are formed with four variables: consumer-based brand equity, brand trust, brand satisfaction and brand loyalty intentions. Furthermore, brand trust and brand satisfaction mediate the brand equity’s effect on brand loyalty intentions.

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. This research explores factors influencing the proneness of buying a PL product during its growth stage.

Some studies doubt the application of the product life cycle concept at the brand level; however, according to Horvat and Dosen (2013) and based on Vranesˇevic´ (2007), “brand life cycle is a much more stable concept because the brand is not based only on satisfying generic consumer needs, but also Psychographic Traits Influencing Private Label Proneness in the. . 37 on the development of long-term relationships based on value”. Thus, brand life cycle is mainly based on consumers’ attitudes and behavior, while product life cycle is generally based on market success.

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