By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman
This e-book offers the newest learn and up to date experiences within the box of nationwide model and personal label advertising. It covers a variety of issues, together with retailing, advertising and marketing, basic enterprise, psychology, economics and statistics. It addresses assorted components of program, resembling model naming and packaging judgements, cost elasticity, positioning, branding, purchaser motivation, on-line groups, fiscal difficulty, innovations in development and mature deepest labels. The contributions are equipped in keeping with the subsequent issues: customer behaviour, strategic judgements, branding, industry tendencies and theoretical study. The ebook offers a suite of unique, rigorous and correct contributions from the 2015 nationwide manufacturers and personal Label advertising convention in Barcelona.
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Additional info for Advances in National Brand and Private Label Marketing: Second International Conference, 2015
We obtained the cooperation of a supermarket chain that has been distributing its promotional flyer (both print and online) every 2 weeks for several years. After the completion of one regular promotional period (14 days), we run a CATI questionnaire onto a random sample extracted from the retailer database of 500,000 customers. The questionnaire allowed us to measure memory outcomes with reference to the content of the most recent flyer received by the customers. The retailer agreed not to distribute the next issue of the flyer prior to the completion of the survey in order not to interfere with results.
Questionnaire questions on Confucian Consumer Behaviour Components were extracted from the study by Monkhouse et al. (2013) CCBC was measured with five sub-dimensions, including face saving, humility, group orientation, hierarchy and reciprocity. The CCBC model used to determine the respondents’ self-identified level of personal Confucianism. 2 Data Collection To ensure the gathering of enough and high-quality data, a shopping mall intercept survey was used. Printed questionnaires were distributed to everyday shoppers in a shopping mall in a major suburb of Sydney with a substantial multicultural society in Australia (Australian Bureau of Statistics, 2012).
H. (1988). The Confucius connection: From cultural roots to economic growth. Organizational Dynamics, 16(4), 5–21. 1016/0090-2616(88)90009-5. , & Dimitratos, P. (2013). Confucian dynamism and Dunning’s framework: Direct and moderation associations in internationalized Chinese private firms. Journal of Business Research, 66(12), 2375–2382. Wine Brand Category Choice and Confucianism: A Purchase Motivation. . 33 Kacen, J. , & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior.