National Brands And Private Labels In Retailing: First International Symposium Nb&pl, Barcelona, June 2014 (springer Proceedings In Business And Economics)

This book presents latest findings on brand marketing in retail. In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. Marketing professionals need high value-added and timely responses. Among the topics targeted in this volume are: mix of national brands and private labels in retailers' assortments; assortment decisions in times of economic crisis and eventual recovery; consequences of delisting brands on store-related aspects; delisting manufacturers' brands and the effects on the distribution channel relationship; the new "retailing landscape", with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more. Front Matter....Pages i-xi Front Matter....Pages 1-1 Estimation of Product Category Sales’ Responsiveness to Assortment Size....Pages 3-15 The Competition Effects of Lookalike Private Label Products....Pages 17-26 How Assortment Composition Affects Consumers’ Intentions to Buy PL....Pages 27-37 Front Matter....Pages 39-39 To Brand, Not to Brand or Both? Consequences for Dual-Brand Firms....Pages 41-51 Defensive Strategy Against a Private Label: Building Brand Equity....Pages 53-59 All Hail the Brand! Why Brand Gravitas Really Does Matter....Pages 61-70 Spanish Food Private Labels Divergent Positioning and Common Drivers....Pages 71-79 Front Matter....Pages 81-81 The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution....Pages 83-90 Consumer Preferences for National Brands and Private Labels: Do Business Cycles Matter?....Pages 91-101 Drivers of Store Brand Choice Over National Brands in Times of Crisis: Effect of Marketing Variables and Socio-Demographics....Pages 103-111 Do Men and Women Differ When Purchasing Private Label Goods?....Pages 113-120 Consumers’ Preferences for Various Private Label and National Brand Food Products at Different Retailers in Potchefstroom, South Africa....Pages 121-130 Effects of Social Influence on Satisfaction with PL Brands in Thailand....Pages 131-137 Front Matter....Pages 139-139 Research Framework for Social Media in the Context of Private Labels....Pages 141-150 Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight....Pages 151-159 Consumer Engagement in a Private Label Online Community....Pages 161-168 Front Matter....Pages 169-169 A Trend Analysis of Private Label Research Between 2000 and 2012....Pages 171-178 Private Label Brands in Focus: An Overview of Market Insights and Trends in South Africa and Beyond....Pages 179-192 The 2014 International Symposium on Advances in National Brands & Private Labels in Retailing is believed to be the first international forum to present and discuss original, rigorous and significant contributions on such issues. The three-day event aimed to bring together researchers working in this interesting field from areas as varied as retailing, marketing and business in general, psychology, economics or statistics, among others. This volume presents the proceedings of these activities in a collection of contributions with many original approaches. They address diverse areas of application such as assortment decisions, dual-brand manufacturers, positioning, branding, consumer preferences, online context, economic crisis, review of literature, PL share, PL trends and PL innovation, among others. A wide variety of theoretical and methodological approaches have been used This text presents latest findings on brand marketing in retail. In times of economic downturn a 'new retailing landscape' is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. Marketing professionals need high value-added and timely responses. Among the topics targeted in this volume are: mix of national brands and private labels in retailers' assortments; assortment decisions in times of economic crisis and eventual recovery; consequences of delisting brands on store-related aspects; delisting manufacturers' brands and the effects on the distribution channel relationship; the new 'retailing landscape', with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more Presenta temas variados sobre venta al por menor, marketing, comercio en general, economía, estadísticas