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عنوان فارسی مقاله:

اثرات آمیخته بازاریابی در برچسب های شخصی تساوی حقوق برند


عنوان انگلیسی مقاله:

Marketing mix effects on private labels brand equity



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مقدمه انگلیسی مقاله:

1. Introduction

Private label brands, also known as “store brands” or “distributor brands”, were considered low-price, low-quality products several decades ago; currently, however, they represent a clear alternative to manufacturer brands (Kapferer, 2008). They account for more than 40% of the market in six European countries (Private Label Manufacturers Association [PLMA], 2015). In general, private labels refer to brands owned by the retailer or distributor and sold only in its own stores (Kumar & Steenkamp, 2007). Conversely, manufacturer brands are brands owned by manufacturers with the purpose of commercializing them. One determinant of a private label’s success is the concentration of the retailing industry (Hoch & Banerji, 1993). This concentration has implications for manufacturer brands and private label dynamics: First, retailers can grow larger because they can achieve economies of scale by offering similar products at lower prices (Dhar & Hoch, 1997). Second, a retailer’s critical mass allows it to find powerful suppliers to manufacture its private labels, thereby ensuring good quality. The development of private labels has resulted in many advantages for retailers. For example, they can serve as strategic tools to enhance differentiation and positioning between retailers (Grewal, ∗ Corresponding author. E-mail address: cabril@ccee.ucm.es (C. Abril). Krishnan, Baker, & Borin, 1998; Richardson, Jain, & Dick, 1996; Semeijn, Van Riel, & Amborsini, 2004; Sudhir & Talukdar, 2004). They can also build store loyalty, strong consumer relationships and store image (Bigné, Borredá, & Miquel, 2013; Bonfrer & Chintagunta, 2004; Collins-Dodd & Lindley, 2003; Corstjens & Lal, 2000; Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014; Richardson et al., 1996). However, managing private labels is unquestionably a challenge for retailers (Wu, Yeh, & Hsiao, 2011), whose main business traditionally has been distribution of products. Retailers must be aware of the strategic role of their private labels and develop strong investments and efforts to build their private label brand equity (Burt, 2000; Dekimpe & Steenkamp, 2002). Because brand management is critical to the success of both retailers and manufacturers (De Wulf, Odekerken-Schröder, & Goedertier, 2005), creating and maintaining brands is increasingly important in the current highly competitive environment (Seetharaman, Nadzir, & Gunalan, 2001). In this context, the concept of brand equity is a key driver of brand management, from both practitioner and academic viewpoints (Keller & Lehmann, 2006). In general, “brand equity” is defined as the incremental utility or value that a brand name imbues to a product (Farquhar, 1989; Rangaswamy, Burke, & Oliva, 1993; Srivastava & Shocker, 1991). Elements of brand equity positively influence consumers’ perceptions and subsequent brand buying behaviors (Reynolds & Phillips, 2005). With a consumer-based behavioral approach to brand equity, it can be viewed as the differential effect of brand knowledge on consumer response to the marketing of the brand 


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کلمات کلیدی:

Handbook of Research on Strategic Retailing of Private Label ... https://books.google.com/books?isbn=1522502211 Gómez-Suárez, Mónica, ‎Martínez-Ruiz, María Pilar - 2016 - ‎Business & Economics Own labels choice criteria and perceived characteristics in Greece and ... An Examination of Selected Marketing Mix Elements and Brand Equity. Journal ... Chapter 7 Brand Equity of Store Brands and Its Effect 153 Spanish Food Private Labels. How Brand Awareness Relates to Market Outcome, Brand ... - SSRN https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2216933_code1876461.pdf?...1 Keywords: brand awareness, market outcome, brand equity, marketing mix elements ... two studies consider the impact of price promotion on brand awareness ..... Information on Private Label Since price premium, market share premium, and. National Brands and Private Labels in Retailing: First International ... https://books.google.com/books?isbn=3319071947 Juan Carlos Gázquez-Abad, ‎Francisco J. Martínez-López, ‎Irene Esteban-Millat - 2014 - ‎Business & Economics What matters to store brand equity? ... Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. ... An examination of selected marketing mix elements and brand equity. Searches related to Marketing mix effects on private labels brand equity effect of marketing mix on brand equity marketing mix definition google scholar