دانلود رایگان مقاله اثرات آمیخته بازاریابی در برچسب های شخصی تساوی حقوق برند

Abstract

The 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.

Discussion and conclusions

The current study explores the relationships between private label brand equity and several marketing mix elements that retailers use to support their private labels: in-store promotion, in-store communication, distribution intensity, price, advertising activity and monetary promotions. Our research reveals important academic and managerial implications. For the retailers the current researchshows effectivemeans to build the brand equity of their private labels. For academics our research contributes to the scarce brand equity literature on private labels suggesting new elements and factors to consider. Our results show that private labels in-store communication, its distribution (availability in number of stores) and the perceived price play an important role in building private label brand equity. This research underlines the importance of in-store communication as opposed to advertising that in the context of our research shows no effect on private labels brand equity. These results can be explained from different perspectives. In the first place, retailers invest less in advertising than lead manufacturer brands do since retailers tend to leverage the advertising of manufacturer brands to grow their private labels (Soberman & Parker, 2006). On the other hand, when retailers enhance private labels exposure in the store, which they control, it is possible that the effect of this exposure in consumers is stronger than the exposure of a mere advertising commercial.