Advances in National Brand and Private Label Marketing

Part I. Consumer Behaviour I

1. Consumers’ Responses to Private Labels: Evaluations Extrinsic Cues Imitations
Siddhartha Sarkar, Meenakshi Rawani

2. “Black Friday”: Attitudes, Behavior and Intentions of Greek Consumers
Rodoula H. Tsiotsou

3. Store Attributes and Consumer Satisfaction with Unplanned Purchases: An Empirical Research in Spain
María Pilar Martínez-Ruiz, Juan José Blazquez-Resino, Giovanni Pino, Mauro Capestro

4. The Influence of Product Context Complexity on Processing Fluency and Product Evaluation Across Shop Environments
Manuela Valta, Donata Vianelli

Part II. Branding

5. Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across NBs and PLs
Rita Coelho do Vale, Pedro Verga Matos

6. New Product Introduction for Private Label Products Compared to Branded by Product Category
John L. Stanton, Stephen L. Baglione, Ekaterina Salnikova

7. The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequency Within a Brand
Olivier Reimann, Udo Wagner, Heribert Reisinger

8. Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty
Elisa Martinelli, Francesca Canio, Gianluca Marchi, Giuseppe Nardin

Part III. Social Media and Online Context

9. Witty Celebrity-Endorsed Ads: Share and Share Alike
Jean-Eric Pelet, Jashim Khan, Kelly Cowart

10. Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment
Marta Frasquet, Maria José Miquel, Alejandro Mollá

11. From Skeuomorphism to Flat Design: When Font and Layout of M-Commerce Websites Affect Behavioral Intentions
Jean-Éric Pelet, Basma Taieb

Part IV. Consumer Behaviour II

12. PLB Negative Publicity: Moderated by Extrinsic Cues
Hanna Gendel-Guterman, Shalom Levy

13. Selecting Factors Affecting the Purchase of Private Label Products
Marcello Sansone, Roberto Bruni, Annarita Colamatteo

14. Store Brand as a Customer Experience Touchpoint and Its Contribution to Store Loyalty
Marco Ieva, Edoardo Fornari, Cristina Ziliani

15. Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.
José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat

16. Variations in the Store Brand Adoption and Penetration: How Much Can Be Explained by Trust?
Paraskevi Sarantidou

Part V. Strategic Issues and Theoretical Research

17. Private Label Research: A Review of Consumer Purchase Decision Models
Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe-Guillén

18. Conceptual Foundation for a Town Centre Physical/Digital Integration Measurement Tool
Fiona Ellis-Chadwick, Antonia Estrella-Ramón

19. Pricing a Private Label: The National Brand’s Wholesale Price Is Irrelevant
S. Chan Choi

20. The Influence of Legal Environment and Levels of Integration on Retailer Capabilities
Juan José Castillo, María Eugenia Fabra, Victoria Labajo

21. Collaborative Relationships Between Manufacturers and Retailers: A Supply Chain Collaboration Framework
Gerard Costa, Alexis Mavrommatis, Mar Vila, Susana Valdes

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