María Jesús Yagüe

Measuring private labels brand equity: a consumer perspective

Purpose – The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and test a measurement model that measures PLB brand equity across product lines.Design/methodology/approach – A brand choice model is developed using a multinomial logit model and it is calibrated using a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three‐year period.Findings – Prior research has considered PLB as the unbranded alternative to manufacturer brands. In this research empirical evidence is provided that PLB have built brand equity throughout their development and that this equity varies across the different PLB offered in the market, and across product lines.Practical implications – These findings offer valuable insights to retailers on how to manage PLB and to manufacturers on how to approach and compete against them.Originality/value – The vast majority of academ...

Tourist Loyalty to Tour Operator: Effects of Price Promotions and Tourist Effort

This article analyzes the formation of the tourist loyalty to tour operator and the effects of price promotions and the consumers search for price promotions in the scheme of perceived price perceived quality satisfaction loyalty to tour operator. The main results indicate that perceived quality is the primary antecedent of tourist loyalty to tour operator. This variable affects loyalty to tour operator directly and positively, as well as indirectly by means of satisfaction. Second, price promotions do not directly erode the tourist loyalty to tour operator. The relationship that exists is indirect and low in quantity. Third, the effort invested by the tourist to find price promotions acts as a mediating variable of price promotions, such that the more intensive the consumers search for advantageous prices, the lower the negative and indirect effect of price promotions on consumer loyalty.

Alternative panel models to evaluate the store brand market share

Purpose – The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.Design/methodology/approach – The paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.Findings – The paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.Research limitations/implication – The main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models or could onl...

Strategic management of store brands: an analysis from the manufacturer's perspective

Purpose – The main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturers perspective, in the current context, which is one of intense competition between manufacturer and store brands. Particularly, this research pursues to analyse the profile of store brand manufacturers, their perceptions about the retail management of these brands and their own product management of the same.Design/methodology/approach – A postal survey was carried out directed at manufacturing business units of mass consumer products in Spain. Multivariate techniques are used in the information analysis such as contingency tables, variance and principal component analysis.Findings – The results highlight the differences between manufacturers and non‐manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising for store brands; t...

Responses to an advergaming campaign on a mobile social networking site: An initial research report

Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gambles Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.

Hotel innovation and performance in times of crisis

Purpose – This paper aims to analyze the influence of innovation-based orientation on hotel performance, how the management’s perception of market turbulence moderates this relationship and the effect of an atmosphere of crisis. Design/methodology/approach – The research carried out used an on-line survey among four-star hotel managers in 52 Spanish cities. Findings – The results obtained indicate that the tendency of a hotel to innovate does not contribute directly and positively on short-term performance. However, it does confirm its importance when improving hotel performance in the medium- and long-term. This work discusses how the perception of technological turbulence influences the willingness to innovate, together with the effect that an economic-crisis-related-pessimistic management view has on marketing performance and long-term results. Originality/value – Reliable and valid scales, applicable to the hotel sector and useful both for researchers and managers, are provided to measure the tendency...

Effects of price promotions on the perceived price

Purpose – This paper seeks to incorporate the study of the effect of price promotions into the traditional scheme of perceived price.Design/methodology/approach – The model is validated with an empirical analysis and applied to the study of the purchase behavior of a tour package.Findings – The results point out that price promotions directly and indirectly affect the formation process of perceived price. Thus, some differences are observed in the intensity of the above‐mentioned relationship according to the tendency of the consumer to seek advantageous prices. The results obtained might therefore be of great help to service managers in scheduling their promotional activities.Originality/value – A theoretical model that captures the effect of promotions in the consumers price perception is configured.

Information Technology Use and Firm's Perceived Performance in Supply Chain Management

Purpose: This article proposes a theoretical model to investigate (a) a positive direct relationship between the specific use of ITs (applied to management) and the firms performance as perceived by retailers and (b) a positive indirect relationship through information quality and information sharing. Design/Methodology/Approach: The theoretical model proposed in this paper is contrasted using structural equation modelling of the retail distribution channel for home appliances. Findings: The research shows that there is no positive direct relationship between the specific use of ITs and the retailers perceived performance in the relationship with the provider. The results do, however, provide evidence for a positive indirect relationship through both information sharing and satisfaction obtained from the relationship with the provider. Research Limitations: The analysis has been developed from the retail perspective. We suggest that future research focus on the retailers and the providers perspectives. Practical Implications: In the context of SCM, the competitive advantages achieved through IT use derive from a better network of relationships between the firms involved as a result of greater information quality and information sharing. Specific use of ITs stimulates greater information sharing between retailer and provider and thus greater satisfaction and better perceived performance of the retailer in the relationship with the provider. However, the effect of IT use on information sharing occurs only through the quality of the information shared. Originality/Value: The study shows that information quality is an antecedent of information sharing and that both information quality and information sharing act as necessary conditions for improving the retailers perceived performance in the relationship with the provider. This article develops a measurement scale to evaluate the intensity of IT use. Finally, the research confirms that firm performance can be modeled as a second-level latent variable composed of three different dimensions (economic benefits, marketing benefits, and adaptation benefits).

Exploring non‐linear effects of determinants on tourists' satisfaction

Purpose – The effect of the antecedents of satisfaction on consumer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of consumer satisfaction – namely perceived quality and price.Design/methodology/approach – To analyze the relationship between tourist consumer satisfaction and its main antecedents, we performed an empirical study on such issues with regard to the purchase of a package tour.Findings – The results of this research are that the tourists perception of quality has a positive and significant effect on his or her satisfaction. This effect is of greater magnitude than the effect produced by perceived price. The present study identifies two components in the total effect of perceived price on satisfaction. Those components have opposite signs: the negative effect of the sacrifice perceived by the consumer and the positive effect that shows the influence of pr...

Effect of strategy, structure and performance variables on store brand market share

The results obtained by store brands in a large number of markets have been favoured by a set of factors. Prominent among these factors are the actions by manufacturers and distributors on price and differentiation, market competition at both a manufacturer and a retailer level, and the economic-financial results of the latter for the product categories in which they work with a store brand. This research presents an explanatory fixed effects panel model of the market share of these brands that shows clearly the influence of the variables of competitive strategy, structure and performance. The study is applied to the Spanish market for 50 consumer product categories over 5 years, from 1996 to 2000.