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Table of Contents
Intro
Preface
Organization
Conference Chairs
Program Committee
Contents
Product Variety and Loyalty to National Brands
A Combined Measurement of Purchase Sequence and Coverage of Demand
1 Introduction
2 Theoretical Background and Hypotheses Development
2.1 Brand Loyalty
2.2 Hypotheses Development
2.3 Research Model
3 Empirical Analysis
3.1 Data Collection and Operationalization
3.2 Results
3.3 Discussion
4 Concluding Remarks
4.1 Summary
4.2 Limitations and Further Research
References
The In-Store Location of Promotional Displays Alters Shoppers' Attention and Buying Decisions
1 Introduction
2 Location of In-Store Displays and Its Effects on the Decision-Making Process
3 Empirical Study: Measures and Procedure
4 Results
5 Discussion and Conclusions
References
First Insights on Brand Attitude Towards a Retailer's Individual Private Labels
1 Extended Abstract
References
Brand Architecture: Strategy for the Development of a City Brand
1 Introduction
2 Conceptual Background
2.1 Territorial Marketing
2.2 Brand Management, Identity and Image
3 Methodology and Analysis of Information
3.1 Technical File of the Survey
4 Conclusions
References
Consumers' Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19
1 Introduction
2 Theoretical Framework and Hypotheses
3 Methodology
4 Results
5 Conclusions
References
Private Label Products Buying Decisions: A Comparative Analysis on Consumer Perspective
1 Extended Abstract
References
I Am Free to Be in a Grocery Store: Profiling Consumers' Spending During Covid-19 Pandemic via Big Data Market Basket Analysis
1 Introduction
2 Theoretical Background and Scenario
3 Methods, Research Design, and Profiling Techniques
4 Results.
5 Discussion, Implications, Limits, and Conclusion
References
Re-thinking Street Food Marketing in COVID-19 Pandemic Period. "Pescaria" as Pilot Case Study
1 Introduction
2 Marketing Processes in Street Food Industry
3 Change Management and Marketing Agility
3.1 Point of Sales Formats in Street Food Industry
3.2 Social Media Marketing Practices
4 Pilot Case Study: Pescaria
4.1 Research Methods
4.2 Findings
5 Managerial and Theoretical Implications
6 Conclusions
References
The Vegetarian and Vegan Communities Supporting Sustainability Through Responsible Consumption
1 Introduction
2 Literature Review
2.1 Dietary Practices
2.2 Motivational Drivers for Meat-Free Diets
2.3 Sustainable Consumer Behaviour
3 Method
3.1 Sample and Procedure
3.2 Measurements
3.3 Analysis
4 Conceptual Model and Hypotheses
5 Results
5.1 Validity and Reliability
5.2 Comparison of the Results
5.3 Empirical Results of the Model
6 Discussion, Limitations and Further Research
References
When Measuring the Actual Purchase of Private Labels: Attitude Dethrones the Price Sensitivity
1 Introduction
2 Literature Review
2.1 PLB and Price
2.2 PLB and Consumer Trust
2.3 PLB's Loyalty
2.4 PLB and Consumer Attitude
3 Research Methodology
3.1 Participants and Measurement Scales
3.2 Measurement Scales
4 Data Analysis and Hypotheses Testing
4.1 Factor Analysis, Reliability, and Validity
4.2 Logistic Regression Analysis
5 Discussions and Conclusion
References
Private Label and Brand Equity. Opportunities in New Trends
1 Introduction
2 PL Brand Equity
2.1 Forecasts: Italian Trends
3 Opportunities to Enhance Differentiation of PL Brand Equity
4 Conclusions and Future Research
References.
Examining the Network of Visitors' Traffic in a Mall: Frequency of Visits and Educational Level
1 Introduction
2 Shopping Malls and the Ideal Tenant Mix Puzzle
3 Method
4 Findings
5 Summary and Discussion
References
Sustainable Communication and Customer Engagement on Social Media
1 Introduction
2 Literature Review
2.1 Customer Engagement
2.2 Sustainability Communication on Social Media
2.3 Environmental Sustainability versus Social Sustainability
2.4 Luxury Fashion Brands versus Mass Fashion Brands
2.5 Sportswear Brands versus Mass Fashion Brands
3 Methodology
3.1 Data Collection
3.2 Dictionary Method
3.3 Hypothesis Testing
4 Findings
5 Discussion
6 Limitation and Implication
References
Marketing Attribution in Omnichannel Retailing
1 Introduction
2 Modelling Approach
3 Data and Model
4 Highlights of Preliminary Results
5 Discussion and Conclusions
References
South America: An Opportunity for Growth of Private Labels?
1 Assessment of Large Food Retailers and Private Labels in South America
1.1 State of the Sector
1.2 Evolution of the Sector
1.3 Retail Formats
1.4 Market Share
1.5 Consumption and Purchasing Preferences
1.6 Importance of Private Labels
2 Conclusion
References
Correction to: Brand Architecture: Strategy for the Development of a City Brand
Correction to: Chapter "Brand Architecture: Strategy for the Development of a City Brand" in: F. J. Martínez-López and J. C. Gázquez-Abad (Eds.): Advances in National Brand and Private Label Marketing, SPBE, https://doi.org/10.1007/978-3-030-76935-2_4
Author Index.
Preface
Organization
Conference Chairs
Program Committee
Contents
Product Variety and Loyalty to National Brands
A Combined Measurement of Purchase Sequence and Coverage of Demand
1 Introduction
2 Theoretical Background and Hypotheses Development
2.1 Brand Loyalty
2.2 Hypotheses Development
2.3 Research Model
3 Empirical Analysis
3.1 Data Collection and Operationalization
3.2 Results
3.3 Discussion
4 Concluding Remarks
4.1 Summary
4.2 Limitations and Further Research
References
The In-Store Location of Promotional Displays Alters Shoppers' Attention and Buying Decisions
1 Introduction
2 Location of In-Store Displays and Its Effects on the Decision-Making Process
3 Empirical Study: Measures and Procedure
4 Results
5 Discussion and Conclusions
References
First Insights on Brand Attitude Towards a Retailer's Individual Private Labels
1 Extended Abstract
References
Brand Architecture: Strategy for the Development of a City Brand
1 Introduction
2 Conceptual Background
2.1 Territorial Marketing
2.2 Brand Management, Identity and Image
3 Methodology and Analysis of Information
3.1 Technical File of the Survey
4 Conclusions
References
Consumers' Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19
1 Introduction
2 Theoretical Framework and Hypotheses
3 Methodology
4 Results
5 Conclusions
References
Private Label Products Buying Decisions: A Comparative Analysis on Consumer Perspective
1 Extended Abstract
References
I Am Free to Be in a Grocery Store: Profiling Consumers' Spending During Covid-19 Pandemic via Big Data Market Basket Analysis
1 Introduction
2 Theoretical Background and Scenario
3 Methods, Research Design, and Profiling Techniques
4 Results.
5 Discussion, Implications, Limits, and Conclusion
References
Re-thinking Street Food Marketing in COVID-19 Pandemic Period. "Pescaria" as Pilot Case Study
1 Introduction
2 Marketing Processes in Street Food Industry
3 Change Management and Marketing Agility
3.1 Point of Sales Formats in Street Food Industry
3.2 Social Media Marketing Practices
4 Pilot Case Study: Pescaria
4.1 Research Methods
4.2 Findings
5 Managerial and Theoretical Implications
6 Conclusions
References
The Vegetarian and Vegan Communities Supporting Sustainability Through Responsible Consumption
1 Introduction
2 Literature Review
2.1 Dietary Practices
2.2 Motivational Drivers for Meat-Free Diets
2.3 Sustainable Consumer Behaviour
3 Method
3.1 Sample and Procedure
3.2 Measurements
3.3 Analysis
4 Conceptual Model and Hypotheses
5 Results
5.1 Validity and Reliability
5.2 Comparison of the Results
5.3 Empirical Results of the Model
6 Discussion, Limitations and Further Research
References
When Measuring the Actual Purchase of Private Labels: Attitude Dethrones the Price Sensitivity
1 Introduction
2 Literature Review
2.1 PLB and Price
2.2 PLB and Consumer Trust
2.3 PLB's Loyalty
2.4 PLB and Consumer Attitude
3 Research Methodology
3.1 Participants and Measurement Scales
3.2 Measurement Scales
4 Data Analysis and Hypotheses Testing
4.1 Factor Analysis, Reliability, and Validity
4.2 Logistic Regression Analysis
5 Discussions and Conclusion
References
Private Label and Brand Equity. Opportunities in New Trends
1 Introduction
2 PL Brand Equity
2.1 Forecasts: Italian Trends
3 Opportunities to Enhance Differentiation of PL Brand Equity
4 Conclusions and Future Research
References.
Examining the Network of Visitors' Traffic in a Mall: Frequency of Visits and Educational Level
1 Introduction
2 Shopping Malls and the Ideal Tenant Mix Puzzle
3 Method
4 Findings
5 Summary and Discussion
References
Sustainable Communication and Customer Engagement on Social Media
1 Introduction
2 Literature Review
2.1 Customer Engagement
2.2 Sustainability Communication on Social Media
2.3 Environmental Sustainability versus Social Sustainability
2.4 Luxury Fashion Brands versus Mass Fashion Brands
2.5 Sportswear Brands versus Mass Fashion Brands
3 Methodology
3.1 Data Collection
3.2 Dictionary Method
3.3 Hypothesis Testing
4 Findings
5 Discussion
6 Limitation and Implication
References
Marketing Attribution in Omnichannel Retailing
1 Introduction
2 Modelling Approach
3 Data and Model
4 Highlights of Preliminary Results
5 Discussion and Conclusions
References
South America: An Opportunity for Growth of Private Labels?
1 Assessment of Large Food Retailers and Private Labels in South America
1.1 State of the Sector
1.2 Evolution of the Sector
1.3 Retail Formats
1.4 Market Share
1.5 Consumption and Purchasing Preferences
1.6 Importance of Private Labels
2 Conclusion
References
Correction to: Brand Architecture: Strategy for the Development of a City Brand
Correction to: Chapter "Brand Architecture: Strategy for the Development of a City Brand" in: F. J. Martínez-López and J. C. Gázquez-Abad (Eds.): Advances in National Brand and Private Label Marketing, SPBE, https://doi.org/10.1007/978-3-030-76935-2_4
Author Index.