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

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

This e-book offers the most recent 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 convention in Barcelona. It covers retailing-related subject matters, corresponding to model naming and packaging judgements, expense elasticity, positioning, branding, purchaser habit, financial concern, options in progress, and mature deepest labels.

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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”. Brand trust is defined as the willingness of the average customer to rely on the brand’s ability to perform its function (Chaudhuri and Holbrook 2001). Accordingly, the model proposes five research hypotheses with regards to the relationships among the consumer-based brand performance measures: H1: Brand equity has a positive relationship with brand satisfaction H2: Brand equity has a positive relationship with brand trust H3: Brand equity has a positive relationship with brand loyalty H4: Brand satisfaction has positive relationship with brand loyalty H5: Brand trust has positive relationship with brand loyalty 3 Methods The two surveys were conducted in Spain, where a Spanish marketing research company collected the data.

Model 4—Action Stage This last stage of the loyalty model describes the phase in which the attitudes, beliefs, and intentions assessed in the previous loyalty stages are converted into action, expressing consumers’ commitment to the action of re-buying (Oliver 1999). 055), not being influenced by any of the other in-store and economic factors. , store price positioning) since these were already evaluated and taken into consideration in the previous loyalty stages. Hopefully the current volume will be instrumental in bringing marketing and AI closer together.

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? Journal of Marketing, 63, 33–44. , & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449. Private Label Manufacturers Association. (2015). Industry News. , & Bakpayev, M. (2015).

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