Advances in National Brand and Private Label Marketing

Seventh International Conference, 2020
 
 
Springer (Verlag)
  • erschienen am 13. Mai 2020
  • |
  • XV, 178 Seiten
 
E-Book | PDF mit Adobe-DRM | Systemvoraussetzungen
E-Book | PDF mit Wasserzeichen-DRM | Systemvoraussetzungen
978-3-030-47764-6 (ISBN)
 

This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?



1st ed. 2020
  • Englisch
  • Cham
  • |
  • Schweiz
Springer International Publishing
  • 13 s/w Abbildungen, 13 farbige Abbildungen
  • |
  • 13 schwarz-weiße und 13 farbige Abbildungen, Bibliographie
  • 7,41 MB
978-3-030-47764-6 (9783030477646)
10.1007/978-3-030-47764-6
weitere Ausgaben werden ermittelt
Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Juan Carlos Gázquez-Abad is Associate Professor of Marketing at University of Almería, Spain.
Els Breugelmans is Professor at the Department of Marketing (Antwerp Campus) at KU Leuven, Belgium.
  • Intro
  • Preface
  • Organization
  • Conference Chairs
  • Program Committee
  • Program Organizing Committee
  • Contents
  • Consumer Values: A Hidden Motivator of Private Label Consumption
  • 1 Introduction
  • 1.1 Personal Values in Private Label Consumption
  • 2 Methodology
  • 3 Analysis and Results
  • 4 Conclusions
  • References
  • Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products
  • 1 Introduction
  • 2 Methodology
  • 3 Branding
  • 3.1 Brand Sponsorship: Co-branding
  • 3.2 Brand Development
  • 4 Onomastics
  • 5 Corpus Analysis
  • 5.1 Germany and Austria
  • 5.2 Italy
  • 5.3 France
  • 5.4 Rumania and Hungary
  • 6 Conclusion
  • References
  • Handle with Care: Adoption of Drone Delivery Services
  • 1 Introduction
  • 2 Literature Review
  • 3 Methodology
  • 4 Findings
  • 4.1 Cognitive Resistance
  • 4.2 Affective
  • 5 Discussion, Managerial Implications and Limitations
  • References
  • Can Stock-Outs Act as Scarcity Cues? Impact of Scarcity Message Types and Their Disclosure Time on Number of Items Bought in an Online Fashion Setting
  • 1 Introduction
  • 2 Conceptual Framework and Hypotheses
  • 2.1 Comparing Limited Quantity Cues on Focal Size and Stock-Outs of Non-focal Sizes
  • 2.2 Performance of Different Scarcity Messages, When Announced Ex Post
  • 2.3 Change in Performance of Scarcity Cues, When Announced Ex Ante
  • 3 Method
  • 3.1 Survey on Differences Between the Two Scarcity Messages
  • 3.2 Online Store Experiment
  • 4 Results of Simulated Shopping Experiment
  • 4.1 Hypotheses Testing
  • 4.2 Basket Analysis
  • 5 Discussion, Managerial Implications, and Limitations
  • References
  • Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands
  • 1 Introduction
  • 2 Theoretical Background and Hypotheses Development
  • 2.1 Product Prices of NBs and PLs
  • 2.2 Shares of NB and PL Price Promotions
  • 2.3 NB and PL Variety
  • 2.4 Brand Preference
  • 3 Empirical Analysis
  • 3.1 Data Collection and Operationalization
  • 3.2 Research Model
  • 3.3 Results
  • 4 Discussion
  • 5 Implications, Limitations and Further Research
  • References
  • Markdown Optimization in Apparel Retail Sector
  • 1 Introduction
  • 2 Demand Prediction Model
  • 2.1 Multiple Nonlinear Regression Model with Weighted Least Squares Method
  • 2.2 Results of the Regression Model
  • 3 Markdown Optimization Problem
  • 3.1 Mathematical Model Development
  • 3.2 Solution Approach
  • 3.3 Simulation Study
  • 4 Conclusion
  • References
  • Leveraging Sponsorship on Twitter: Insights from Tennis Grand Slams
  • 1 Introduction
  • 2 Related Literature
  • 3 Message Articulation and Sentiment/E-Word-of-Mouth
  • 4 Data Collection, Data Analysis and Results
  • 5 General Discussion and Implications
  • 6 Limitations and Future Directions
  • References
  • In-store Merchandisers - An Overlooked Strategic Asset for National Brand Manufacturers to Build Retailer Relationships and to Gain Product Visibility
  • 1 Introduction
  • 2 Theoretical Background
  • 2.1 The Role of the In-store Merchandiser
  • 2.2 The Role of Store Manager in Retail Outlet Success
  • 2.3 Relationship Satisfaction
  • 3 Method and Results
  • 3.1 Research Setting
  • 3.2 Experimental Sampling and Manipulations
  • 3.3 Data
  • 3.4 Results
  • 4 Conclusion
  • References
  • The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand
  • 1 Introduction
  • 2 Conceptional Background and Hypotheses Development
  • 3 Method and Procedure
  • 4 Results
  • 5 Discussion and Implications
  • References
  • Potentials and Boundaries in Frontline Service Encounters Through the Infusion of Technology
  • 1 Introduction
  • 2 Theoretical Framework and Hypotheses Development
  • 3 Empirical Study: Method, Procedure and Measurements
  • 4 Results and Discussion
  • 5 General Discussion and Implications
  • References
  • The Vegan Revolution: Opportunities and Differences Across Countries
  • 1 Introduction
  • 2 Literature Review
  • 2.1 Vegan Motives
  • 2.2 Theoretical Framework
  • 3 Methods
  • 4 Results
  • 5 Discussion/Implications
  • References
  • Assortment Mix Choice Within Shop and Drive: Customer Arbitrage on the Competition Between Private Label and National Brand
  • 1 Introduction
  • 2 Conceptual Framework
  • 3 Data Collection Method
  • 3.1 Measures of Variables
  • 4 Results
  • 4.1 Findings 1
  • 4.2 Second Findings
  • 4.3 Third Findings
  • 4.4 Study 3: Retailer's Data Related to Logistic Issues
  • 5 Conclusion
  • References
  • Influences of Juxtaposition, Coordination and Brand Type on Product Evaluation: An In-Store Experimental Approach
  • 1 Introduction
  • 2 Theoretical Framework and Hypotheses
  • 3 Discussion
  • 4 Limitations
  • References
  • Buying Veg Private Labels. Antecedents and Mediators
  • 1 Introduction
  • 2 Conceptual Model and Hypotheses
  • 3 Methodology
  • 3.1 Measure Validity
  • 4 Results
  • 5 Conclusions
  • References
  • Impact of CSR Initiatives on Consumer's Perceptions and Attitudes Towards Retailers
  • 1 Introduction
  • 2 Private Labels, Sustainability, and Consumers
  • 3 The Impact of CSR Initiatives on Consumers' Product Evaluation and Purchase Intentions- an Empirical Investigation
  • 4 Conclusions
  • References
  • "I'd like to, but I Can't". Store Brands' Limited Exploitation of the Gluten-Free Opportunity
  • 1 Introduction
  • 2 Literature Review and Research Questions
  • 3 Data and Research Method
  • 4 Results
  • 5 Conclusions and Implications
  • References
  • A View of Retailing Formats Based on the Assortment Dimension: An Analysis in the Spanish Context
  • 1 Introduction
  • 2 Legislation and Classification of Retailers in Spain
  • 3 Conclusions and Implications
  • References
  • Sorry, Your Order Has a Substitution: The Effects of Substitution Policy in Online Grocery Retailing
  • 1 Introduction
  • 2 Conceptual Framework
  • 2.1 Policy 1: Similarity of Dominant Attribute
  • 2.2 Policy 2: Familiarity with Past Purchased Item
  • 2.3 Interaction Between Both Policies
  • 2.4 Mediating Effects of Perceived Fairness
  • 3 Method
  • 4 Results
  • 5 Conclusion
  • References
  • Price or Quality? Comparing Consumers' Perceptions of Competing Private Labels - An Illustrative Analysis in Food Retailing
  • 1 Introduction
  • 2 Price and Quality Perceptions of Private Label Brands
  • 3 Methodology
  • 4 An Illustrative Analysis of Competing Private Label Brands
  • 4.1 Similarities Between Private Labels: The Indifferent Segment
  • 4.2 The Points of Difference Between Private Labels
  • 5 Discussion and Conclusion
  • References
  • Types of Retailers, Brand Choice and New Products Trial: Challenges for the E-commerce of Consumer Packaged Goods
  • 1 Introduction
  • 2 Literature Review and Hypotheses
  • 3 Methodology
  • 4 Main Results and Discussion
  • 5 Conclusions and Managerial Implications
  • 6 Limitations and Further Research
  • References
  • Author Index

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