Advances in National Brand and Private Label Marketing: Sixth International Conference, 2019 PDF
Preview Advances in National Brand and Private Label Marketing: Sixth International Conference, 2019
Springer Proceedings in Business and Economics Francisco J. Martínez-López Juan Carlos Gázquez-Abad Anne Roggeveen E ditors Advances in National Brand and Private Label Marketing Sixth International Conference, 2019 Springer Proceedings in Business and Economics Springer Proceedings in Business and Economics brings the most current research presented atconferences and workshops to a global readership. The series features volumes(inelectronicandprintformats)ofselectedcontributionsfromconferences in all areas of economics, business, management, and finance. In addition to an overall evaluation by the publisher of the topical interest, scientific quality, and timelinessofeachvolume,eachcontributionisrefereedtostandardscomparableto those of leading journals, resulting in authoritative contributions to the respective fields. 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Mart nez-L pez (cid:129) á Juan Carlos G zquez-Abad Anne Roggeveen (cid:129) Editors Advances in National Brand and Private Label Marketing Sixth International Conference, 2019 123 Editors Francisco J.Martínez-López JuanCarlos Gázquez-Abad Department ofBusiness Administration 1 Department ofEconomics andBusiness University of Granada University of Almería Granada, Spain Almería, Spain Anne Roggeveen Marketing Division BabsonCollege BabsonPark, MA, USA ISSN 2198-7246 ISSN 2198-7254 (electronic) SpringerProceedings in Business andEconomics ISBN978-3-030-18910-5 ISBN978-3-030-18911-2 (eBook) https://doi.org/10.1007/978-3-030-18911-2 ©SpringerNatureSwitzerlandAG2019 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. 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ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Preface The past decade has witnessed the evolution of the manufacturer–retailer relationship, becoming more collaborative and allowing companies to provide consumers with a shopper-centric approach and improved shopping experiences. Creating unity among the multiple channels, by managing them in a holistic fashion, provides a more integrated, seamless experience for consumers. Accordingly, today’s consumers can search for a product on their mobile devices, order it on their computer using the company’s website, and pick it up in the physical store. Inadditiontothischangingchannellandscape, brandshavewitnessedashiftin the locus of control over the brand image and message. Historically, brands maintained tight control over their messaging. In today’s socially connected envi- ronment, consumers often look for feedback from other shoppers to form brand assessments, whether through product blogs, product reviews, or product ratings. Becausetheyperceiveinformationgarneredfromthesesourcesaslessbiasedthana company’s communication, it serves as an important cue of product quality. As the retail landscape continues these rapid evolutions, new considerations come to the fore for brands that seek to create personalized connections with consumers.Brandsmustcaptureconsumers’attentionandbeperceivedasrelevant. Providing relevant content, at an appropriate time, reflecting the established rela- tionshiptheconsumerhaswithabrand,canhelpfosterbothengagementandtrust. It creates an intimacy between the brand and the consumer that injects their relationship with authenticity and relevance. To maintain authenticity, the brand storythenmustbeconsistentandstrategicthroughouteveryinteractionbetweenthe customer and the brand. Furthermore,brandsneedtoleveragetechnologyanddatatocreatenewbusiness modelscenteredonconsumers’personalexperiences.Thedaysofrequiringaretail storefronttosellproductsaregone.Instead,thesmartphoneandInstagramprovide the virtual storefront windows for many brands. E-commerce giants even are pushing into private label brand offerings. To create personalized, tailored connections to consumers in real time, brands need comprehensive customer information that is both accessible and actionable. Such information can be v vi Preface gathered from multiple avenues, including company-specific databases or social listening. However, companies must be cognizant of the trade-offs inherent to creating a personalized customer experience while protecting customers’ privacy. Creating targeted information for individuals at a specific point in time also is increasingly possible through artificial intelligence tools that can reveal consumer behavior and predict consumer engagement across multiple touchpoints. The contextually relevant marketing that results allows brands to connect with indi- vidual consumers at the moment, with personalized, curated content. In addition, augmented reality and additive manufacturing technologies make it possible for consumers to design and produce products. Real-time interaction management technologies can be used to listen and respond to customers in real time. As companies continue building their brands—whether national brands, established mega-brands, private labels, or newly launched niche brands—they must remain tech-savvy and agile. Looking at those aspects underlying this new marketing context offers exciting opportunitiesforresearchers.ItiswiththisgoalinmindthatthisSixthInternational Conference on Research on National Brand & Private Label Marketing (NB&PL 2019) has been launched and organized. After the success of the five previous editions, this sixth edition is still believed to be a unique international forum to presentanddiscussoriginal,rigorous,andsignificantcontributionsontopicsrelated to any retailing, private label, or national brand issues. EachpapersubmittedtoNB&PL2019hasgonethroughastringentpeerreview process by members of the Program Committee, comprising 46 internationally renowned researchers from 14 countries. A total of 25 papers have been accepted, and they address diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, private label pricing, among others. A wide variety of theoretical and methodological approaches have been used in these areas. We believe that this sixth edition has continued with the same goals as the five previous editions: promote, stimulate, and publish high-quality contributions on national brands and private labels, and other retailing-related topics, which could help retailers and manufacturers deal with diversity of issues. Finally,wewishtoacknowledgethesupportofthesponsorsOpenUniversityof Catalonia,Information Resources Inc.(IRI),Manufacturers-and-RetailersSpanish Multisectoral Association (AECOC), EAE Business School, and IMD Business School. We would also like to thank all the contributing authors, members of the Program Committee, and the rest of the Organizing Committee for their highly valuable work in enabling the success of this sixth edition of NB&PL. Thanks for your generous contribution—IC-NB&PL 2019 would not have been possible without you all. Francisco J. Martínez-López Juan Carlos Gázquez-Abad Anne Roggeveen Organization Conference Chairs Francisco J. Martínez-López University of Granada, Spain/Guest Researcher, EAE Business School, Barcelona, Spain Juan Carlos Gázquez-Abad University of Almería, Spain Anne L. Roggeveen Babson College, USA Program Committee Kusum L. Ailawadi Tuck School of Business at Dartmouth, USA Nawel Amrouche Long Island University, USA Chris Baumann Macquarie University, Australia José J. Beristain University of the Basque Country, Spain Enrique Bigné University of Valencia, Spain James Brown West Virginia University, USA Cristina Calvo-Porral University of La Coruña, Spain Ioannis E. Chaniotakis University of the Aegean, Greece Liwen (Brandon) Chen City University of Hong Kong, China Alexander Chernev Northwestern University, USA Chan Choi Rutgers Business School, USA Gérard Cliquet Université de Rennes 1, France Giuseppe Colangelo Catholic University of Milan, Italy Ronald W. Cotterill University of Connecticut, USA Barbara Deleersnyder Tilburg University, The Netherlands John Dawes University of South Australia, Australia Els Gijsbrechts Tilburg University, The Netherlands J. Tomas Gomez-Arias Saint Mary’s College of California, USA Oscar González-Benito University of Salamanca, Spain Csilla Horváth Radboud University, The Netherlands vii viii Organization Marco Ieva University of Parma, Italy Eugene Jones The Ohio State University, USA Robert Paul Jones The University of Texas at Tyler, USA Lien Lamey Katholieke Universiteit Leuven, Belgium Elisa Martinelli University of Modena and Reggio Emilia, Italy Mercedes Martos-Partal University of Salamanca, Spain Sebastián Molinillo Jiménez University of Malaga, Spain Dirk Morschett University of Fribourg, Switzerland Martin Natter Goethe University Frankfurt am Main, Germany Magdalena Nenycz-Thiel University of South Australia, Australia Nicoletta Occhiocupo IQS School of Management, Univ. Ramon Llull, Spain Michael Pepe Siena College, USA William P. Putsis UniversityofNorthCarolinaatChapelHill,USA Natalia Rubio-Benito Autonomous University of Madrid, Spain Hanna Schramm-Klein University of Siegen, Germany Fiona Scott Morton Yale University, USA Raj Sethuraman Southern Methodist University, USA Randall Shannon Mahidol University, Thailand Ian Clark Sinapuelas San Francisco State University, USA Yaron Timmor Arison School of Business, Israel Rodolfo Vázquez-Casielles University of Oviedo, Spain Gianfranco Walsh Friedrich Schiller University of Jena, Germany María Jesús Yagüe-Guillén Autonomous University of Madrid, Spain Jie Zhang University of Maryland, USA Cristina Ziliani University of Parma, Italy Pilar Zorrilla University of the Basque Country, Spain Program Organizing Committee Irene Esteban-Millat Open University of Catalonia, Spain María Pujol Jover Open University of Catalonia, Spain José Luis Ruiz-Real University of Almería, Spain Alejandro Alegret EAE Business School, Spain Cintia Pla García Open University of Catalonia, Spain Contents Strategic Issues and Theoretical Research The Impact of Age on the Relationship Between Assortment Size and Perceived Value. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Thuy Pham and Frank Mathmann Impact of Category-Specific Demand Environment on Store Brand Quality Positioning: Empirical Evidence . . . . . . . . . . . . . . . . . . . . . . . . 14 Hwan Chung and Eunkyu Lee The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain. . . . . . . . . . 19 Belén Derqui and Nicoletta Occhiocupo Assortment and Retailing: A Trendy Couple . . . . . . . . . . . . . . . . . . . . . 27 José Luis Ruiz-Real, Juan Uribe-Toril, and Juan Carlos Gázquez-Abad Measuring the Experiential Marketing Orientation Management of Shopping Centres. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Mónica Gómez-Suárez, María Jesús Yagüe, and Cristina García-Gumiel Phase Transitions in Retailing: Modeling Retail Fashion Tipping Points as Complex Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Steven D’Alessandro, Morgan Miles, and Terry Bossomaier Changing of the Retail Landscape: Who Supports Your Customers Matters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Ting Hin Ho, Dewi Tojib, and Yelena Tsarenko Shopping Online Experience: A Theoretical Model Proposal. . . . . . . . . 54 Elisa López Moreno, Nuria Recuero Virto, and Maria Francisca Blasco López ix
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