Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017

This book presents the latest research on national brand and private label marketing - a collection of original, rigorous and highly relevant contributions of the 2017 International Conference on National Brand & Private Label Marketing in Barcelona. It covers 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. Preface 6 Organization 8 Conference Chairs 8 Program Committee 8 Program Organizing Committee 9 Contents 10 Part I: Consumer Behaviour I 13 Consumers ́ Responses to Private Labels: Evaluations Extrinsic Cues Imitations 14 1 Introduction 14 2 Research Questions 15 3 Methods and Data 16 4 Analysis and Results 17 5 Discussion 18 5.1 Theoretical and Managerial Implications 19 5.2 Limitations and Future Research 19 References 20 ``Black Friday ́ ́: Attitudes, Behavior and Intentions of Greek Consumers 21 1 Introduction 21 2 Method 23 3 Results 23 3.1 Knowledge and Sources of Information 24 3.2 Attitudes and Buying Behavior 24 3.3 Future Intentions 25 4 Conclusions 25 References 26 Store Attributes and Consumer Satisfaction with Unplanned Purchases: An Empirical Research in Spain 28 1 Introduction 28 2 Store Attributes Salient for Customer Satisfaction 29 3 Unplanned Purchase Behavior in Grocery Retailing and Shopping List Usage 29 4 Methods 30 4.1 Results 30 4.2 Discussion and Conclusions 34 References 35 The Influence of Product Context Complexity on Processing Fluency and Product Evaluation Across Shop Environments 37 References 39 Part II: Branding 41 Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs 42 1 Introduction 43 2 Background 44 3 Method 44 3.1 Study 1: Testing the Impact of Celebrity Endorsement on National Brands 45 3.2 Study 2: Testing the Impact of Celebrity Endorsement on Private Labels 46 4 Statistical Analysis and Results 46 5 Discussion 48 References 48 New Product Introduction for Private Label Products Compared to Branded by Product Category 50 1 Introduction 50 2 Literature Review 51 2.1 New Product Literature 51 2.2 Private Label Literature 53 3 Methodology 54 4 Hypotheses 56 5 Analysis 57 6 Conclusion 59 7 Limitations 59 References 60 The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequenc... 62 1 Introduction 63 2 Literature Review 64 3 Method 65 4 Analysis 67 5 Discussion 68 6 Limitations 68 References 69 Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty 71 1 Introduction 72 2 Conceptual Model and Hypotheses 73 3 Methodology 74 3.1 Measure Validity 74 4 Results 75 5 Conclusions 76 References 77 Part III: Social Media and Online Context 79 Witty Celebrity-Endorsed Ads: Share and Share Alike 80 1 Introduction 80 2 Conceptual Background 81 2.1 Attitude Towards the Ad 81 2.2 Influences of Online Sharing 81 2.3 Humor in Advertising 82 2.4 Need for Humor 82 2.5 Celebrity Product Endorsements 83 3 Methodology 83 3.1 Research Question 83 3.2 Conceptual Model 83 3.3 Qualitative Interviews 84 4 Results 85 5 Conclusion 87 References 88 Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment 91 1 Introduction 91 2 Literature Review 92 2.1 Multichannel Shopping Behaviour 92 2.2 Social Media as a Complaint Channel 92 2.3 Hypotheses Development 93 3 Methodology 95 4 Results 95 5 Conclusions 96 References 97 From Skeuomorphism to Flat Design: When Font and Layout of M-Commerce Websites Affect Behavioral Intentions 99 1 Introduction 100 2 Literature Review 100 2.1 Typefaces: Size Matters 101 2.2 Typefaces: Font Serif Versus Sans Serif 101 2.3 Layout: Airy Versus Dense Content 102 3 Methodology 104 3.1 Research Design and Measuring Instruments 104 3.2 Data Collection 104 3.3 Measurement Validation and Hypothesis Testing 104 4 Discussion 105 References 106 Part IV: Consumer Behaviour II 108 PLB Negative Publicity: Moderated by Extrinsic Cues 109 1 Introduction 109 2 Theoretical and Empirical Backgrounds 110 3 Methodology 112 4 Results 113 5 Discussion and Implications 115 References 116 Selecting Factors Affecting the Purchase of Private Label Products 119 1 Introduction 119 2 Theoretical Frameworks 120 2.1 Private Label and Purchase Motivations 120 2.2 The Evolution of Private Label Concept 122 3 Factors Affecting Purchase of Private Label Products 122 4 Conclusions 128 References 129 Store Brand as a Customer Experience Touchpoint and Its Contribution to Store Loyalty 132 1 Introduction 132 2 Theoretical Background and Development 133 3 Methodology and Results 135 4 Discussion and Conclusions 137 References 138 Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S. 140 1 Introduction 141 2 Literature Review and Hypotheses 141 3 Methodology and Results 143 3.1 Store Image and Store-Switching Intentions 144 3.2 Perceived Variety and Store-Switching Intentions 145 3.3 PL Purchase Intentions and Store-Switching Intentions 145 4 Conclusions and Managerial Implications 146 References 147 Variations in the Store Brand Adoption and Penetration: How Much Can Be Explained by Trust? 149 1 Introduction 149 2 Conceptual Framework and Hypotheses 150 3 Methodology 152 4 Results 154 5 Discussion 155 6 Limitations 158 References 159 Part V: Strategic Issues and Theoretical Research 162 Private Label Research: A Review of Consumer Purchase Decision Models 163 1 Introduction 163 2 Methodology and Descriptive Results 164 3 PL Purchase Decision Process 166 4 Conclusions, Limitations and Future Research 168 References 169 Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool 171 1 Introduction 171 2 From Multi-channel to Omni-channel Retailing 173 3 TCM Within an Omni-channel Perspective 173 4 A Framework to Understand and Measure the Health of the Digital HS 174 4.1 Consumers ́ Digital Engagement Dimension 174 4.2 Technological Infrastructure and Digital Skills of TC Managers and Retailers Dimension 176 4.3 HS Attractiveness Dimension 176 5 Conclusions 178 References 178 Pricing a Private Label: The National Brand ́s Wholesale Price Is Irrelevant 181 1 Introduction 181 2 NB-Only in a Bilateral Monopoly 182 3 NB-PL Duopoly in the Distribution Channel 184 4 Managerial Implication and Conclusion 186 References 187 The Influence of Legal Environment and Levels of Integration on Retailer Capabilities 189 1 Introduction 189 2 Background 190 2.1 The Legal Framework as Antecedent of the Retailer Capabilities 191 2.2 The Integration Level as Antecedent of Distributor Capabilities 191 2.3 The Distributor Capabilities and the Influence of Legal Environment and Integration Level 192 3 Method and Data Analysis 193 4 Discussion and Managerial Implications 195 References 196 Collaborative Relationships Between Manufacturers and Retailers: A Supply Chain Collaboration Framework 198 1 Introduction 198 2 Literature Review 199 3 Methodology 200 4 Findings 201 5 Analysis and Interpretation 201 6 Conclusions 202 Appendix 1 General characteristics of the companies selected for the sample units 203 Appendix 2 Areas of collaboration according to Efficient Consumer Response (ECR) classification 204 References 206 Front Matter....Pages i-xi Front Matter....Pages 1-1 Consumers’ Responses to Private Labels: Evaluations Extrinsic Cues Imitations....Pages 3-9 “Black Friday”: Attitudes, Behavior and Intentions of Greek Consumers....Pages 11-17 Store Attributes and Consumer Satisfaction with Unplanned Purchases: An Empirical Research in Spain....Pages 19-27 The Influence of Product Context Complexity on Processing Fluency and Product Evaluation Across Shop Environments....Pages 29-32 Front Matter....Pages 33-33 Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs....Pages 35-42 New Product Introduction for Private Label Products Compared to Branded by Product Category....Pages 43-54 The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequency Within a Brand....Pages 55-63 Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty....Pages 65-72 Front Matter....Pages 73-73 Witty Celebrity-Endorsed Ads: Share and Share Alike....Pages 75-85 Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment....Pages 87-94 From Skeuomorphism to Flat Design: When Font and Layout of M-Commerce Websites Affect Behavioral Intentions....Pages 95-103 Front Matter....Pages 105-105 PLB Negative Publicity: Moderated by Extrinsic Cues....Pages 107-116 Selecting Factors Affecting the Purchase of Private Label Products....Pages 117-129 Store Brand as a Customer Experience Touchpoint and Its Contribution to Store Loyalty....Pages 131-138 Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.....Pages 139-147 Variations in the Store Brand Adoption and Penetration: How Much Can Be Explained by Trust?....Pages 149-161 Front Matter....Pages 163-163 Private Label Research: A Review of Consumer Purchase Decision Models....Pages 165-172 Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool....Pages 173-182 Pricing a Private Label: The National Brand’s Wholesale Price Is Irrelevant....Pages 183-190 The Influence of Legal Environment and Levels of Integration on Retailer Capabilities....Pages 191-199 Front Matter....Pages 163-163 Collaborative Relationships Between Manufacturers and Retailers: A Supply Chain Collaboration Framework....Pages 201-210 "This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB & 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"--Back cover 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&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 Annotation This text presents the latest research on national brand and private label marketing - a collection of original, rigorous, and highly relevant contributions of the 2017 International Conference on National Brand & Private Label Marketing in Barcelona. It covers 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