No abstract

No abstract

Purpose -The aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of PLB equity varies across consumer segments and product categories. The paper builds on previous research incorporating consumer-level factors, showing their relevance as key determinants of PLB choice. Design/methodology/approach -The brand choice model used is a multinomial logit model (MNL) calibrated with a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three-year period. Findings -It is shown that PLB have been able to build brand equity throughout their development, across product categories; however, brand equity is capitalized across only some consumer segments. The use of consumer-level factors to segment the market prior to measuring brand equity is necessary to allow the identification of consumer groups where equity is created. Practical implications -Findings provide key directions to PLB managers regarding how to determine, approach and leverage the equity of their PLB across different consumer segments and product categories. Originality/value -Prior research has attempted to measure PLB equity using product/brand factors and market factors, but without considering consumer-level factors. In this research, consumer-level factors, specifically consumer demographics, are incorporated into the analysis, and equity is measured across seven different consumer segments for two product lines.

Abstract. The behavior of a forced plume is mainly controlled by the source buoyancy and momentum fluxes and the efficiency of turbulent mixing between the plume and the ambient fluid (stratified or not). The interaction between the plume and the ambient fluid controls the plume dynamics and is usually represented by the entrainment coefficient α E . Commonly used one-dimensional models incorporating a constant entrainment coefficient are fundamental and very useful for predictions in geophysical flows and industrial situations. Nevertheless, if the basic geometry of the flow changes, or the type of source or the environmental fluid conditions (e.g., level of turbulence, shear, ambient stratification, presence of internal waves), new models allowing for variable entrainment are necessary. The presented paper is an experimental study based on a set of turbulent plume experiments in a calm unstratified ambient fluid under different source conditions (represented by different buoyancy and momentum fluxes). The main result is that the entrainment coefficient is not a constant and clearly varies in time within the same plume independently of the buoyancy and the source position. This paper also analyzes the influence of the source conditions on the mentioned time evolution. The measured entrainment coefficient α E has considerable variability. It ranges between 0.26 and 0.9 for variable Atwood number experiments and between 0.16 and 0.55 for variable source position experiments. As is observed, values are greater than the traditional standard value of Morton et al. (1956) for plumes and jets, which is about 0.13.

No abstract