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1、JournalofBusinessResearch64(2011)286–291ContentslistsavailableatScienceDirectJournalofBusinessResearchStorebrandandnationalbrandpromotionattitudesantecedentsEnriqueManzur⁎,SergioOlavarrieta,PedroHidalgo,PabloFarías,RodrigoUribeUniversidaddeChile,Av.DiagonalParaguay257,Santiago,Chilea
2、rticleinfoabstractArticlehistory:Retailerscompeteagainstnationalmanufacturersbylaunchingstorebrands.NationalmanufacturesReceived1March2009regularlyusebrandpromotionstofightstorebrandsback.ThepurposeofthisarticleistofindoutwhetherReceivedinrevisedform1September2009attitudestowardnationa
3、lbrandpromotionsandstorebrandshavesimilarordifferentconceptualAccepted1November2009antecedents.Thestudypresentsandtestsamodeloftheeffectsofshoppers´characteristics(priceandAvailableonline6January2010non-price-related)onattitudestowardstorebrandandnationalbrandpromotions.Theresultssup
4、portthatconstructsrelatingtopriceimpactbothstorebrandattitudeandnationalbrandpromotionattitude,buttheKeywords:strengthofsomeoftheserelationshipsdiffer.OthershoppercharacteristicslikebrandloyaltyandstoreStorebrandattitudeNationalbrandpromotionattitudeloyalty,havesimilarnegativeandposi
5、tiveeffects,respectively.TheseslightdifferencessuggestthatBrandingpromotionsofnationalbrandsmightbeagoodtoolforfightingbackstorebrands,butmanufacturersneedtoRetailingdesignandtargetthesepromotionscarefullyinordertoavoidhead-to-headcompetition.©2009ElsevierInc.Allrightsreserved.1.Intro
6、ductionThoughsomeresearchersarguethatnationalbrandpromotionsareaneffectivewayoffightingthegrowthofstorebrands(e.g.,Lal,Brandsplayamajorroleintoday'scompetitiveenvironmentand1990;QuelchandHarding,1996),otherssuchasHochandBanerjiarekeyresourcessustainingcompetitiveadvantage(Hall,1992).(
7、1993)supporttheoppositeviewpoint.Toexpandonthisquestion,Nationalbrandmanufacturersarefacingthefiercecompetitionofresearchhastoexaminewhatdoactuallyleadshopperstochoosestorebrands,andretailersuseprivatelabelsasdefensivemechanismsbetweenunderstandingthedeterminantsthatleadshopperstofrom
8、powerfulglob