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Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017
- Author / Creator
- Conferences
- International Conference on Research on National Brand and Private Label Marketing (4th : 2017 : Barcelona, Spain)
- Available as
- Online
- Summary
-
This volume presents the proceedings of the 2017 International Conference on National Brand and Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2...
This volume presents the proceedings of the 2017 International Conference on National Brand and Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB and PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book's chapters.
Details
- Creator
- Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Kusum L. Ailawadi, María Jesús Yagüe-Guillén, editors
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- Cham, Switzerland : Springer, [2017]
- Physical Details
-
- 1 online resource : illustrations
- text file PDF
- ISBNs
- 3319597019, 9783319597010, 3319597000, 9783319597003
- OCLC
- ocn991595883
- Includes bibliographical references.
- Preface; Organization; Conference Chairs; Program Committee; Program Organizing Committee; Contents; Part I: Consumer Behaviour I; Consumers ́Responses to Private Labels: Evaluations Extrinsic Cues Imitations; 1 Introduction; 2 Research Questions; 3 Methods and Data; 4 Analysis and Results; 5 Discussion; 5.1 Theoretical and Managerial Implications; 5.2 Limitations and Future Research; References; ``Black Friday:́́ Attitudes, Behavior and Intentions of Greek Consumers; 1 Introduction; 2 Method; 3 Results; 3.1 Knowledge and Sources of Information; 3.2 Attitudes and Buying Behavior
- 3.3 Future Intentions4 Conclusions; References; Store Attributes and Consumer Satisfaction with Unplanned Purchases: An Empirical Research in Spain; 1 Introduction; 2 Store Attributes Salient for Customer Satisfaction; 3 Unplanned Purchase Behavior in Grocery Retailing and Shopping List Usage; 4 Methods; 4.1 Results; 4.2 Discussion and Conclusions; References; The Influence of Product Context Complexity on Processing Fluency and Product Evaluation Across Shop Environments; References; Part II: Branding
- Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs1 Introduction; 2 Background; 3 Method; 3.1 Study 1: Testing the Impact of Celebrity Endorsement on National Brands; 3.2 Study 2: Testing the Impact of Celebrity Endorsement on Private Labels; 4 Statistical Analysis and Results; 5 Discussion; References; New Product Introduction for Private Label Products Compared to Branded by Product Category; 1 Introduction; 2 Literature Review; 2.1 New Product Literature; 2.2 Private Label Literature; 3 Methodology; 4 Hypotheses
- 5 Analysis6 Conclusion; 7 Limitations; References; The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequenc ... ; 1 Introduction; 2 Literature Review; 3 Method; 4 Analysis; 5 Discussion; 6 Limitations; References; Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty; 1 Introduction; 2 Conceptual Model and Hypotheses; 3 Methodology; 3.1 Measure Validity; 4 Results; 5 Conclusions; References; Part III: Social Media and Online Context; Witty Celebrity-Endorsed Ads: Share and Share Alike; 1 Introduction
- 2 Conceptual Background2.1 Attitude Towards the Ad; 2.2 Influences of Online Sharing; 2.3 Humor in Advertising; 2.4 Need for Humor; 2.5 Celebrity Product Endorsements; 3 Methodology; 3.1 Research Question; 3.2 Conceptual Model; 3.3 Qualitative Interviews; 4 Results; 5 Conclusion; References; Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment; 1 Introduction; 2 Literature Review; 2.1 Multichannel Shopping Behaviour; 2.2 Social Media as a Complaint Channel; 2.3 Hypotheses Development; 3 Methodology; 4 Results; 5 Conclusions