Springer Proceedings in Business and Economics Advances in National Brand and Private Label Marketing . Eight International Conference , 2021 Francisco J. Martínez-López • Juan Carlos Gázquez-Abad Editors
In: ispartofbook:Advances in National Brand and Private Label Marketing Eighth International Conference, 2021; Advances, Jg. UNICO (2021), Heft UNICO, S. 13-18
Online
Konferenz
Zugriff:
Theglobalpandemichasreshapedthescenarioformarketingorgani- zations across several industries, as the former apparently represents one of the most remarkable environmental changes in modern marketing history, with rele- vant consequences on consumer behaviour. Overall, the latter had more time at home, which resulted in new habits and new opportunities of engagement. In this context it is becoming more and more important to study the relationship between the magnitude of brand loyalty and store loyalty as PLs enhance customer store loyalty. PLs have been able to build brand equity throughout their development, with considerable differences across product categories. The aim of the paper is to analyse the components of Private Label equity and the positive relation between PL loyalty and store loyalty: PLs enhance customer store loyalty, setting the basis for further research in this field. Higher level of PL brand equity reduces the price competition between PLs and NBs and enhances their differentiation, which allows more market power for both.
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Springer Proceedings in Business and Economics Advances in National Brand and Private Label Marketing . Eight International Conference , 2021 Francisco J. Martínez-López • Juan Carlos Gázquez-Abad Editors
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| Autor/in / Beteiligte Person: | Anna Claudia Pellicelli ; Ávila, Jose Armando Deaza, 24 B Belaid, Samy, 77 Bravi, Laura, 41 Brüggemann, Philipp, 1 C Cárdenas, Sandra Milena Sánchez, 24 Colamatteo, Annarita, 41 D D’Arco, Mario, 47 De Canio, Francesca, 33 Derqui, B., 65 G Garcés-Pinedo, Leonardo G., 121 Gázquez-Abad, Juan Carlos, 121 Gendel-Guterman, H., 65 H Hosseinpour, Masoumeh, 12 Huertas, Néstor Fabián Díaz, 24 K Karoui, Sedki, 77 Kucza, Gunther, 20 La Ragione, Giuseppe, 55 Lacoeuilhe, Jérôme, 77 Lo, Chris K. Y., 105 M Marino, Vittoria, 47 Martinelli, Elisa, 33 Martínez-López, Francisco J., 121 Mau, Gunnar, 12 Méndez-Suárez, Mariano, 114 Monfort, Abel, 114 Murmura, Federica, 41 Musso, Fabio, 41 N Nardin, Giuseppe, 33 O Olbrich, Rainer, 1 Oliveros, Diego Andrés Álvarez, 24 P Pagnanelli, Maria Anna, 41 Pellicelli, Anna Claudia, 89 R Reimann, Olivier, 20 Risitano, Marcello, 55 Ruiz-Real, José Luis, 121 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 F. J. Martínez-López and J. C. Gázquez-Abad (Eds.): NB-PL 2021, SPBE, pp. 131–132, 2021. https://doi.org/10.1007/978-3-030-76935-2 132 Author Index ST Sansone, Marcello, 41 Schultz, Carsten D., 1 Schuppisser, Stefan, 20 Schweizer, Markus, 12 Smaldone, Francesco, 47 Sozen, Cenk, 95 Springer-Norden, Mona R., 1 Steinmann, Sascha, 12 Thomas, Oliver, 20 Y Yuen, Ka Man, 105 Z Zeng, Fan, 105 ; Francisco J. Martínez-López • Juan Carlos Gázquez-Abad Editors |
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| Zeitschrift: | ispartofbook:Advances in National Brand and Private Label Marketing Eighth International Conference, 2021; Advances, Jg. UNICO (2021), Heft UNICO, S. 13-18 |
| Veröffentlichung: | Springer Proceedings in Business and Economics ; CHE ; Switzerland, 2021 |
| Medientyp: | Konferenz |
| DOI: | 10.1007/978-3-030-76935-2 |
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