Attitude and Willingness to Pay for National and Store Brands of Milk in the South of Chile

ABSTRACT

In Chile the milk consumption has maintained between 124 and 134 Ls per capita since 1996. To determine the attitude and willingness to pay for national and store brands of fluid milk in the south of Chile, a survey of 400 people was conducted. A conjoint analysis determined that the consumers experienced a positive reaction toward two national brands (traditional and those emergent in the market) and expressed negative reaction to a store brand. The consumers were determined to pay lower prices in relation to the market value for the store brand and higher prices for national brands.     

The effects of store brand loyalty on store loyalty: evidence from the Spanish market

This article studies the impact of retailers' store brands on store performance. Specifically, we analyze the extent to which store brands contribute to store loyalty. On the one hand, a positive relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer should result from the potential of the store brand to differentiate the retailer. On the other hand, an negative relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer may result from store brands' association with more price-sensitive customers, who have a higher propensity to buy at different stores that offer the best bargain. The empirical analysis, conducted with a sample of customers of leading retailers in the Spanish detergent market, shows no relationship between store brand loyalty and loyalty to the retailer. Although the purchase of store brands relates positively to higher loyalty to the retailer, this relationship deteriorates with the degree of exclusivity of store brands within the customer's shopping basket.     

An Empirical Investigation of Brand Equity: A Cross-Country Validation Analysis

ABSTRACT

The purpose of this article is to propose and test a model in order to better understand brand equity. The goal of this research is to identify the drivers and determine how they influence brand equity performance in the researched industry in order to develop a more effective brand strategy. Quantitative data collected are used to test a model of brand value in the context of the food industry. The findings of this research provided evidence that the customer-based brand equity model can be applied to the food industry context and be used to guide marketing activities internationally. Brand awareness has a positive influence on brand associations and perceived quality. Brand associations have a positive influence on brand loyalty. Finally, brand loyalty, perceived quality, and brand associations all have a positive effect on brand equity. This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries.     

A study of trust over time within a social network mediated environment

Abstract

Trust is central to many marketing models; however, few studies have measured its components over time. Many longitudinal studies have relied on retrospective recall. This study builds a theory of trust development and undermining over time within the context of social-network media.An inductive study phase used phenomenological webnography to build a theory of trust development. 352 peer-review comments were analysed over six years. Outcomes of this phase informed subsequent deductive tests.Four dimensions of trust emerged – ability, benevolence, integrity and predictability – with different salience over time. Ability, a cognitive-based dimension, was important in initial trust-building. Integrity and predictability, linked to the brain’s emotion area, became important later. Undermining of trust was a shorter process than its development.     

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACT

Throughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.     

从体验营销的视角谈体育赛事助力运动品牌的建设

高质量的体育赛事能够在短时间内提高新顾客的注意力,提高老顾客的忠诚度。究其原因在于体育赛事是实施差异化、个性化营销策略的主渠道,进而成为打造运动品牌的主阵地。随着人们生活质量的提高,体验经济成为一种经济发展的先导模式,而体育赛事成为发展这一模式的有效载体。因而,如何从体验营销的视角借助体育赛事推动运动品牌的建设值得思考。     

关于实行农地信托促进农地健康流转的思考

河北省农业正进入由传统农业向现代农业转变的新时期。现代农业要求土地集约和规模经营,进行土地流转是实现土地集约和规模经营的有效途径之一。在维护农村土地承包关系稳定的基础上,积极探索有效的农地流转模式是党和政府在农村土地问题上的一贯方针。借鉴别国模式,结合我国实践,进行模式创新,可以多方位促进农地流转健康发展。农地信托流转模式既是土地制度的创新,又是经营体制的创新,符合新时期农村先进生产力的发展方向和要求,有利于促进农业的规模经营和集约经营,有利于土地资源资本化,形成多元、长期的农业投入机制。     

实施微笑服务打造输液室护理品牌

目的:实施微笑服务,提高护理水平,打造护理品牌。方法:改善输液室环境、体现人性化护理、建设品牌的护理团队、从细节入手、从点点滴滴入手,让患者感动,打造品牌服务。结果:患者满意度100%.团队凝聚力增加,护理质量得到了持续改进。结论:从以上几个方面实施微笑护理品牌服务,建设了一整套可推广的输液室护理模式。     

浅析安标非煤矿山露天开采技术

目前,随着国家高度重视非煤矿山安全标准化的建设,先后下发《国家安全监管总局关于加强金属非金属矿山安全标准化建设的指导意见》,然后利用现代的高科技技术改变传统的矿业生产,这将对我国的露天矿产资源的开发产生积极地推动作用,以此迅速提高我国采矿技术的水平,促进采矿业的安全稳步健康发展。     

Consumer demand for healthy eating considering diversity – an economic approach for German individuals

Rising incidence and costs of diet‐related diseases have led to nutritionists' and economists' interest in factors determining the demand for healthy eating. The present study analyses the demand for healthy eating by the use of a new food‐based indicator, which combines the health value and diversity of a food basket. Although the diversity aspect gains in importance in recommendations for healthy eating it was not considered adequately in healthy eating indicators until now. Within the household production theory the new indicator is used to identify factors influencing the demand for healthy food diversity for 3220 German individuals. The results of regression analyses show that the demand for a healthy diet is influenced by age and mainly by knowledge, attitudinal and behavioural (proxy‐)variables as education level, participation in a health training course and sport activity. On the basis of these findings conclusions are drawn for health and nutrition policy in Germany and Europe.