By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
This e-book offers the newest study on nationwide model and personal label advertising, within the kind of unique, rigorous and appropriate contributions from the 2016 nationwide manufacturers and personal Label advertising convention in Barcelona. It covers retailing-related themes, equivalent to model naming and packaging judgements, rate elasticity, positioning, branding, purchaser habit, fiscal situation, ideas 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
J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42, 253–263. An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra Abstract The aim of this study is twofold: firstly to introduce and test a consumerbased brand performance model and secondly to compare global brands’ performance with private labels’. The two surveys were conducted with the help of a Spanish marketing research company.
2004). Developing a brand performance measure for financial services brands. The Service Industries Journal, 24(2), 15–33. De Vries, N. , & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515. Deloitte. (2014). The 2014 American Pantry Study. pdf 32 S. Molinillo et al. Deloitte. (2015). The 2015 American Pantry Study. The call to re-connect with consumers. pdf Doyle, P.
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. As shown in Fig. 1 and previous literature, brand equity is essential for assessing brand performance and gaining competitive advantage in the marketplace (Tolba and Hassan 2009). Keller (1993) posits that evaluating the brand in the minds of consumers is a prerequisite for market performance.
Advances in National Brand and Private Label Marketing: Third International Conference, 2016 by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht