National Brands and Private Labels in Retailing First International Symposium NB PL Barcelona June 2014 1st Edition by Juan Carlos Gázquez Abad, Francisco J Martínez López, Irene Esteban Millat, Juan Antonio Mondéjar Jiménez ISBN 3319071939 978-3319071930

National Brands and Private Labels in Retailing First International Symposium NB PL Barcelona June 2014 1st Edition by Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez – Ebook PDF Instant Download/Delivery: 3319071939, 978-3319071930

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Product details:

ISBN 10: 3319071939 

ISBN 13: 978-3319071930

Author: Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez

  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.

Table of contents: 

1. Estimation of Product Category Sales’ Responsiveness to Assortment Size

2. The Competition Effects of Lookalike Private Label Products

3. How Assortment Composition Affects Consumers’ Intentions to Buy PL

4. To Brand, Not to Brand or Both? Consequences for Dual-Brand Firms

5. Defensive Strategy Against a Private Label: Building Brand Equity

6. All Hail the Brand! Why Brand Gravitas Really Does Matter

7. Spanish Food Private Labels: Divergent Positioning and Common Drivers

8. The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer

9. Consumer Preferences for National Brands and Private Labels: Do Business Cycles Matter?

10. Drivers of Store Brand Choice Over National Brands in Times of Crisis

11. Do Men and Women Differ When Purchasing Private Label Goods?

12. Consumers’ Preferences for Various Private Label and National Brand Food Products in South Africa

13. Effects of Social Influence on Satisfaction with PL Brands in Thailand

14. Research Framework for Social Media in the Context of Private Labels

15. Innovation in Brand Promotion: Reacting to the Economic Crisis with Digital Channels and Customer Insight

16. Consumer Engagement in a Private Label Online Community

17. A Trend Analysis of Private Label Research Between 2000 and 2012

18. Private Label Brands in Focus: An Overview of Market Insights and Trends in South Africa and Beyond

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Tags: Juan Carlos Gázquez Abad, Francisco J Martínez López, Irene Esteban Millat, Juan Antonio Mondéjar Jiménez, National Brands, Private Labels, Retailing