Advances in National Brand and Private Label Marketing: Sixth International Conference, 2019 (Springer Proceedings in Business and Economics)

"The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB & PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches."--Back cover Preface 6 Organization 8 Conference Chairs 8 Program Committee 8 Program Organizing Committee 9 Contents 10 Strategic Issues and Theoretical Research 13 The Impact of Age on the Relationship Between Assortment Size and Perceived Value 14 Abstract 14 1 Introduction 14 2 Research Problem 15 3 Methods 18 4 Results 19 5 Discussion 20 References 21 Impact of Category-Specific Demand Environment on Store Brand Quality Positioning: Empirical Evidence 25 1 Introduction 25 2 Observational Data 26 3 Conjoint Analysis 27 4 Scanner Panel Data Analysis 27 5 Summary 28 References 29 The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain 30 Abstract 30 1 Introduction 30 2 Overview of the Literature and Background 31 2.1 Conceptualization of Innovation 31 2.2 Consumer Packaged Goods 31 2.3 Private Labels in EU 32 2.4 Interaction Between PL and Innovation 32 3 Aim 33 4 Methodology 33 5 Findings and Discussion 33 5.1 MBs Leading Innovation Reduces PL Market Share Growth 33 5.2 Limited Availability of Innovation to Consumers 34 5.3 Features of the Most Innovative Categories 34 5.3.1 Type of product 34 5.3.2 Innovation and PL Market Share 34 5.3.3 Innovation and Brand Value 35 6 Conclusions and Managerial Implications 35 7 Limitations and Future Research 36 Acknowledgements 36 References 36 Assortment and Retailing: A Trendy Couple 38 Abstract 38 1 Introduction 38 2 Methodology 39 3 Results and Discussion 40 4 Conclusions and Managerial Implications 43 References 44 Measuring the Experiential Marketing Orientation Management of Shopping Centres 46 Abstract 46 1 Introduction 46 2 Background: Market Orientation, Customer Experience Management and Experiential Marketing 47 3 Methodology 49 4 Results 50 5 Conclusions, Limitations and Future Research 51 Acknowledgements 52 References 52 Phase Transitions in Retailing: Modeling Retail Fashion Tipping Points as Complex Systems 54 Abstract 54 1 Introduction 54 2 Tipping Points 55 3 Jeans in Fashion in Australia and the United States. A Case Study of an Equilibrium Transition 56 4 Implementation Processes 57 5 Discussion 58 References 59 Changing of the Retail Landscape: Who Supports Your Customers Matters 61 1 Introduction 61 2 Theoretical Background 62 3 Methods 62 4 Results 63 5 Discussion 63 References 64 Shopping Online Experience: A Theoretical Model Proposal 65 Abstract 65 1 Introduction 65 2 Antecedents 65 3 Hypotheses 66 3.1 Hypotheses Related to the Stimuli-Antecedents Variables 66 3.2 Hypotheses Related to the Organism-Mediating Variables 67 3.3 Hypotheses Related to the Response-Consequences Variables 68 4 Conclusions 69 Appendix: Proposed Model 70 References 70 Investigating Private Labels’ Success Against National Brands in the Men’s Razor Category 73 Abstract 73 1 Introduction 73 2 Determinants of Private Label Success 74 3 Application of the Model to Blade and Schick 75 3.1 Consumer Driven Determinants 75 3.2 Retailer Driven Determinants 76 3.3 National Manufacturer Driven Determinants 77 4 Managing Brand Portfolios 77 5 Perspective 78 References 79 Consumer Behaviour 81 Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty? 82 Abstract 82 1 Introduction 82 2 Literature Review 83 2.1 Trust 83 2.2 Store Brand 83 3 Hypothesis Development 84 3.1 Antecedents of SB Loyalty 84 3.2 Competing Effects of SB Loyalty and Store Trust 85 3.2.1 Store Trust as a Determinant of SB Loyalty 86 3.2.2 SB Loyalty as a Determinant of Store Trust 86 3.3 The Moderating Effect of SB Strategies and the Type of Goods 87 3.3.1 The Moderating Effect of SB Naming Strategies 87 3.3.2 The Moderating Effect of the Type of Good (Search Vs Experience Goods) 88 4 Directions for Future Research 89 References 89 Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They? 92 Abstract 92 1 Introduction 92 2 Literature Review and Research Questions 93 3 Methodology 95 4 Results 96 5 Conclusions and Implications 97 References 98 Consumers’ Reactions to Price Imitations by Private Labels with Sub-branding Strategy 100 Abstract 100 1 Introduction 100 2 Conceptual Framework 101 3 Methodology and Data 103 4 Results 103 5 Discussion and Conclusions 104 5.1 Limitations and Future Research 105 References 106 Comparison of Consumer Involvement Across PLB Categories in Retail Food 108 Abstract 108 1 Introduction 108 2 Theoretical and Empirical Backgrounds 109 3 Methodology 110 3.1 Sampling and Study Procedure 110 3.2 The Share of PLB in Sales 110 4 Results 111 4.1 Involvement in the Categories 111 4.2 Connections Between Involvement and Share of PLB in Sales 112 5 Discussion 112 References 113 Influencing Shopping Engagement Across Channels: The Role of Store Environment 115 Abstract 115 1 Introduction 115 2 Conceptual Model and Hypotheses 116 3 Methodology 118 3.1 Measure Validity 119 3.2 Results 120 4 Conclusions 120 References 121 The Impact of Consumer Self-regulation in Grocery Shopping on Subsequent Consumption of Healthy and Unhealthy Food 123 Abstract 123 1 Introduction 123 2 Theoretical Background and Hypotheses Development 124 3 Experimental Studies 125 3.1 Study 1: Method, Procedure, and Key Findings 125 3.2 Study 2: Method, Procedure, and Key Findings 127 4 Discussion and Conclusions 128 References 129 Augmented Empathic Capacity: An Integrative Framework for Supporting Customer Engagement Throughout the Automated Customer Journey 130 Abstract 130 1 Introduction 130 2 Unpacking the Emotional Antecedent of CE 132 3 Effect of Automated Touch Points on Firm’s Empathic Capacity 133 4 The Augmented Empathic Capacity 134 5 Perspectives 137 References 137 Multivariate Analysis of Consumer Preference Structures Across Multiple Categories 139 Abstract 139 1 Introduction 139 2 Modeling Approach 140 3 Data 140 4 Highlights of Preliminary Results 141 5 Next Steps 143 References 143 Online Context and Digital Transformation 144 Building Trust in Private Label (PL) Online: Qualitative Insights from Home Retail Practitioners 145 Abstract 145 1 Introduction 145 2 Related Literature 146 2.1 Consumer Trust in PLs 146 2.2 Consumer Trust in Online Shopping 147 3 Methodology 148 4 Results and Discussion 149 5 Conclusion and Implications 150 References 150 The Seller’s Experience in Consumer-to-Consumer E-Commerce 153 Abstract 153 1 Introduction 153 2 Theoretical Foundations and the Conceptual Framework 154 3 Methodology 155 4 Findings 156 5 Discussion and Conclusion 159 References 160 Internet of Things and Artificial Intelligence in the Hotel Industry: Which Opportunities and Threats for Sensory Marketing? 162 Abstract 162 1 Introduction 162 2 Literature Review 163 2.1 Sensory Marketing in the Hotel Industry 163 2.2 IoT and AI 164 2.3 The Use of IoT and AI in Hotels to Create a Digital Guest Experience 165 3 Methodology 167 3.1 Exploratory Study 167 3.2 Confirmatory Study 168 4 Conclusion 169 References 170 The Advent of the Voice Moment of Truth: The Case of Amazon’s Alexa 173 Abstract 173 1 Introduction 173 2 Conceptual Framework Development 174 2.1 The Advent and Development of IVAs 174 2.2 Amazon Echo 175 2.3 The Moment of Truth 176 3 The Advent of the VMOT 177 4 Implications on Shoppers, Brands and Online Retailers 178 5 Conclusion and Future Research 180 References 181 Buying from Online Supermarkets: The Main Factors Influencing the Experience of Flow, Purchase Intent and E-loyalty 183 Abstract 183 1 Introduction 183 2 Research Methodology (Procedure for Data Collection, Sample, Measures) 184 3 Data Analysis and Results 185 3.1 Exploratory Factor Analysis 185 3.2 Confirmatory Factor Analysis 185 3.3 Structural Model Testing 186 4 Conclusions 186 5 Managerial Implications 186 References 187 How to (Not) Survive a Social Media Firestorm: The Dolce & Gabbana’s Ad Debacle in China 189 Abstract 189 1 Introduction 189 2 Theoretical Background 190 3 Methodology 190 3.1 Case Study Design 191 4 Case Study Analysis 192 5 Conclusions 195 References 196 Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study 198 Abstract 198 1 Introduction 198 2 Literature Review 199 2.1 Simplicity and Usability 199 2.2 Awareness and Familiarity 199 2.3 Usefulness and Functionality 200 3 Research Methodology 200 4 Findings 201 4.1 Simplicity and Usability 201 4.2 Awareness and Familiarity 201 4.3 Usefulness and Functionality 202 5 Conclusion, Implications, and Limitations 203 References 204 Understanding the Influence of Brand Information in Online Purchase Decisions for Health Products 205 Abstract 205 1 Introduction and Research Question 205 2 Data 207 3 Empirical Strategy and Results 208 3.1 Effects of Brand Information by Product Category 210 4 Discussion 211 References 212 Author Index 213 Front Matter ....Pages i-xi Front Matter ....Pages 1-1 The Impact of Age on the Relationship Between Assortment Size and Perceived Value (Thuy Pham, Frank Mathmann)....Pages 3-13 Impact of Category-Specific Demand Environment on Store Brand Quality Positioning: Empirical Evidence (Hwan Chung, Eunkyu Lee)....Pages 14-18 The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain (Belén Derqui, Nicoletta Occhiocupo)....Pages 19-26 Assortment and Retailing: A Trendy Couple (José Luis Ruiz-Real, Juan Uribe-Toril, Juan Carlos Gázquez-Abad)....Pages 27-34 Measuring the Experiential Marketing Orientation Management of Shopping Centres (Mónica Gómez-Suárez, María Jesús Yagüe, Cristina García-Gumiel)....Pages 35-42 Phase Transitions in Retailing: Modeling Retail Fashion Tipping Points as Complex Systems (Steven D’Alessandro, Morgan Miles, Terry Bossomaier)....Pages 43-49 Changing of the Retail Landscape: Who Supports Your Customers Matters (Ting Hin Ho, Dewi Tojib, Yelena Tsarenko)....Pages 50-53 Shopping Online Experience: A Theoretical Model Proposal (Elisa López Moreno, Nuria Recuero Virto, Maria Francisca Blasco López)....Pages 54-61 Investigating Private Labels’ Success Against National Brands in the Men’s Razor Category (Briana Alberti, Mark DeFanti)....Pages 62-69 Front Matter ....Pages 71-71 Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty? (Samy Belaid, Azza Temessek Behi, Dorsaf Fehri Belaid, Jérome Lacoeuilhe)....Pages 73-82 Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They? (Edoardo Fornari, Francesca Negri, Sebastiano Grandi, Daniele Fornari)....Pages 83-90 Consumers’ Reactions to Price Imitations by Private Labels with Sub-branding Strategy (Siddhartha Sarkar, Arti D. Kalro, Dinesh Sharma)....Pages 91-98 Comparison of Consumer Involvement Across PLB Categories in Retail Food (Hanna Gendel-Guterman)....Pages 99-105 Influencing Shopping Engagement Across Channels: The Role of Store Environment (Francesca De Canio, Elisa Martinelli, Davide Pellegrini, Giuseppe Nardin)....Pages 106-113 The Impact of Consumer Self-regulation in Grocery Shopping on Subsequent Consumption of Healthy and Unhealthy Food (Sascha Steinmann, Amelie Winters, Gunnar Mau, Hanna Schramm-Klein)....Pages 114-120 Augmented Empathic Capacity: An Integrative Framework for Supporting Customer Engagement Throughout the Automated Customer Journey (Mathieu Lajante)....Pages 121-129 Multivariate Analysis of Consumer Preference Structures Across Multiple Categories (Sri Devi Duvvuri)....Pages 130-134 Front Matter ....Pages 135-135 Building Trust in Private Label (PL) Online: Qualitative Insights from Home Retail Practitioners (Kokho (Jason) Sit, Andreia Daemon De Miranda Gonçalves, Giovanni Pino, Juliet Memery)....Pages 137-144 The Seller’s Experience in Consumer-to-Consumer E-Commerce (Mika Yrjölä, Hannu Saarijärvi)....Pages 145-153 Internet of Things and Artificial Intelligence in the Hotel Industry: Which Opportunities and Threats for Sensory Marketing? (Jean-Eric Pelet, Erhard Lick, Basma Taieb)....Pages 154-164 The Advent of the Voice Moment of Truth: The Case of Amazon’s Alexa (Zahy Ramadan, Maya Farah, Hadi Audi)....Pages 165-174 Buying from Online Supermarkets: The Main Factors Influencing the Experience of Flow, Purchase Intent and E-loyalty (Doris Morales-Solana, Alejandro Alegret Cotas, Irene Esteban-Millat)....Pages 175-180 How to (Not) Survive a Social Media Firestorm: The Dolce & Gabbana’s Ad Debacle in China (Mario D’Arco, Vittoria Marino, Riccardo Resciniti)....Pages 181-189 Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study (Aijaz A. Shaikh)....Pages 190-196 Understanding the Influence of Brand Information in Online Purchase Decisions for Health Products (Carly Trachtman, Molly Van Dop, Sofia Villas-Boas)....Pages 197-204 Back Matter ....Pages 205-206