Advances in National Brand and Private Label Marketing

Part I. Consumer Behaviour I

1. Determinants of Consumer Evaluations for Private Label Brands
Paul C. S. Wu

2. The Impact of Private Labels on Different Stages of Store Loyalty: An Empirical Study
Rita Coelho do Vale, Pedro Verga Matos

3. An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels
Sebastian Molinillo, Yuksel Ekinci, Arnold Japutra

4. Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage
Hanna Gendel-Guterman, Shlomo Lampert

5. Anthropomorphism and the Effect of Product Face Ratios on Consumer Preferences
Ahreum Maeng, Pankaj Aggarwal

Part II. Branding I

6. Retail Brand Extension: The Moderating Role of Product Knowledge
Elisa Martinelli, Francesca Canio, Gianluca Marchi

7. Is Being Private Better or Worse Online? Private Labels Performance in Online Grocery Channel
Magda Nenycz-Thiel, Jenni Romaniuk, John Dawes

8. The Influence of Store Brands Equity on Value Cocreation Within the Retail Environment: The Moderating Effect of the Propensity to Buy Store Brands
Natalia Rubio, Nieves Villaseñor, Maria Jesús Yagüe

Part III. Strategic Decisions and Theoretical Research

9. To Retain or to Recover National Brand Consumers? Effects of Price, Promotion and Product Innovation Strategies
Carmen Abril, Joaquin Sanchez

10. Explaining National Brands and Private Labels Price Differentials: A Theoretical Model
Pedro Verga Matos, Rita Coelho Vale

11. The Potential of Co-branding as a Branding Strategy for Premium Private Labels: A Theoretical Assessment
Olivier Reimann, Udo Wagner

Part IV. Consumer Behaviour II

12. Do Feature and Discount Promotions for National Brands Primarily Drive (National) Brand Choice, Store Choice, or Both? An Exploratory Analysis
Jonne Guyt, Els Gijsbrechts

13. Understanding PL Purchase Intention in the Context of ‘PL-Only’ Assortments: An Experimental Approach
José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Irene Esteban-Millat, Francisco J. Martínez-López

14. Do Quality Systems Really Refer to Quality? Consumer Research on Consumer Reputation and Knowledge of Food Quality Systems in Hungary
Katalin Székelyhidi

15. Contrasting Thai and Chinese Shopper Behavior and Satisfaction with PL Brands
Randall Shannon

16. Do Store Flyers Work? Implications for NBs and PLs from a Subgroup Analysis with Experimental Data
Marco Ieva, Ida D’Attoma, Cristina Ziliani, Juan Carlos Gázquez-Abad

Part V. Branding II

17. Store Brands in Tourist Services
Enrique Bigné, Eva-María Caplliure, María-José Miquel

18. Global Private Label Convergence: Fact or Fiction?
Katrijn Gielens, Marnik G. Dekimpe, Anirban Mukherjee, Kapil Tuli

19. Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude
Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe

Avainsanat: Business and Management, Marketing, Industrial, Organisational and Economic Psychology, e-Business/e-Commerce, Business Strategy/Leadership