store brand and national brand promotion attitudes antecedents

《store brand and national brand promotion attitudes antecedents》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

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