By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
This publication offers the newest study on nationwide model and personal label advertising and marketing, within the type of unique, rigorous and correct contributions from the 2016 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona. It covers retailing-related issues, resembling model naming and packaging judgements, cost elasticity, positioning, branding, shopper habit, monetary main issue, ideas in development, and mature inner most labels.
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Additional info for Advances in National Brand and Private Label Marketing: Third International Conference, 2016
2016forthcoming). 8 %). 9 %). 5 % were in the 65 or above age-group. For the Private Labels survey, most of the respondents were An Application of Consumer-Based Brand Performance Model to Global Brands. . 9 %). 2 %). 4 % were in the 65 or above age-group. 4 Findings Normality tests were conducted based on the value of skewness and kurtosis of each item. The distribution of the data is normal since the values of the skewness and kurtosis were around the absolute value of À1 and +1 (Hair et al.
The growing number of brands needs development of a valid and reliable brand performance measures. g. 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.
Park, S. (2014). Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67, 2884–2890. , & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80, 317–329. , & Steenkamp, J. B. (2007). Private label strategy—How to meet the store brand challenge. Boston, MA: Harvard Business School Press. , & Gonza´lez-Benito, O. (2009). The effects of store brand loyalty on store loyalty: Evidence from the Spanish market.