Store brand adoption and penetration explained by trust
نویسندگان
چکیده
منابع مشابه
Centre for Marketing HOW MUCH OF BRAND EQUITY IS EXPLAINED BY TRUST?
Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as. awareness and attitudes, are conventiona...
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Do store brands help differentiate a store to attract store loyal consumers? Or do they attract price sensitive cherry pickers who are not store loyal? To answer these questions empirically, the authors construct appropriate metrics of store brand loyalty and store loyalty, that do not impose mathematical relationships between the two variables—a problem with recent works in this area. Using da...
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This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...
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Business at MIT (ebusiness.mit.edu), and an anonymous US automobile manufacturer. We gratefully acknowledge the contributions of our industrial collaborators, research assistants, and faculty colleagues: Abstract Two field experiments examine whether providing information to consumers about competitive products builds trust. Established theory suggests that (1) competitive information leads to ...
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We study the strategic interaction between the introduction of an online channel by a national brand manufacturer (NBM) and the introduction of store brands by the retailer. We consider three models: (i) the base model without the online channel in the market but the retailer is allowed to introduce the store brand; (ii) the base model without the store brand in the market but the NBM may intro...
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ژورنال
عنوان ژورنال: Spanish Journal of Marketing - ESIC
سال: 2018
ISSN: 2444-9709
DOI: 10.1108/sjme-04-2018-0025