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Marketing mix effects on private labels brand equity

dc.contributor.authorAbril Barrie, María Del Carmen
dc.contributor.authorRodríguez Cánovas, María Belén
dc.date.accessioned2023-06-18T05:49:37Z
dc.date.available2023-06-18T05:49:37Z
dc.date.issued2016
dc.description.abstractThe present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers such as advertising, perceived price, and monetary promotions. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private labels in-store communications, private labels distribution intensity and the perceived price. These results highlight the importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find no effect of advertising on the private labels brand equity and an opposite effect of the perceived price. This study is a pioneering contribution in the domain of private labels brand equity research exploring a more comprehensive and in-store specific set of marketing mix initiatives as sources of brand equity. The results suggest important implications for retailers when managing their own brands.en
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.eprint.idhttps://eprints.ucm.es/id/eprint/44838
dc.identifier.doi10.1016/j.redeen.2016.09.003
dc.identifier.issn2444-8451
dc.identifier.officialurlhttp://www.sciencedirect.com/journal/european-journal-of-management-and-business-economics
dc.identifier.officialurlhttps//doi.org/10.1016/j.redeen.2016.09.003
dc.identifier.relatedurlhttp://www.sciencedirect.com/journal/european-journal-of-management-and-business-economics
dc.identifier.urihttps://hdl.handle.net/20.500.14352/23425
dc.journal.titleEuropean Journal of Management and Business Economics
dc.language.isoeng
dc.page.final175
dc.page.initial168
dc.publisherElsevier España
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.jelM31
dc.subject.jelM37
dc.subject.keywordPrivate labels
dc.subject.keywordStore brands
dc.subject.keywordBrand equity
dc.subject.keywordIn-store communication
dc.subject.keywordDistribution.
dc.subject.ucmPublicidad
dc.subject.ucmMarketing
dc.subject.unesco6114.01 Publicidad
dc.subject.unesco5311.05 Marketing (Comercialización)
dc.titleMarketing mix effects on private labels brand equityen
dc.typejournal article
dc.volume.number25
dspace.entity.typePublication
relation.isAuthorOfPublication36ed5d23-f6e2-475a-874a-00f04a04d804
relation.isAuthorOfPublicationf1cebb52-10d6-47ad-970c-bd9ac9211d3c
relation.isAuthorOfPublication.latestForDiscoveryf1cebb52-10d6-47ad-970c-bd9ac9211d3c

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