Abstract:PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB … Show more
“…Advertising types commonly used are: (1) Informative advertising focus in giving characteristics about a product or brand (Rodero, 2020); (2) Persuasive advertising focus in argument strength to attract customers (Kim and Cappella, 2019) and has a higher effect among minors than among adults (Sundstrom and Abbey, 2017); (3) Reminder advertising reinforces previous promotional information (Bruce et al, 2017); (4) Comparative advertising is usually used when the competition is high. It has high levels of recall especially for price sensitive consumers (Lacoeuilhe et al, 2021). Congruence between the type of campaign proposed and the defined target audience, influences ad recall [e.g.…”
Section: Effective Recall In Radio Advertisingmentioning
PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.
“…Advertising types commonly used are: (1) Informative advertising focus in giving characteristics about a product or brand (Rodero, 2020); (2) Persuasive advertising focus in argument strength to attract customers (Kim and Cappella, 2019) and has a higher effect among minors than among adults (Sundstrom and Abbey, 2017); (3) Reminder advertising reinforces previous promotional information (Bruce et al, 2017); (4) Comparative advertising is usually used when the competition is high. It has high levels of recall especially for price sensitive consumers (Lacoeuilhe et al, 2021). Congruence between the type of campaign proposed and the defined target audience, influences ad recall [e.g.…”
Section: Effective Recall In Radio Advertisingmentioning
PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.
“…Advertising is associated with informing, influencing, and reminding the customer of the purchase of firms' products (Aw & Chong, 2019;Cartwright et al, 2016). As a result, Lacoeuilhe et al (2020), in their study, affirmed the effectiveness of advertising towards creating purchase intentions towards private label brands. Lopez et al (2015) accounted for the increase in the demand for private label brands when there is continued investment in their advertisements by retailers, as constantly watching adverts creates a sense of wanting a private label product (Cartwright et al, 2016).…”
Section: Advertising For Private Label Brandsmentioning
The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.
“…Mao et al, 2021) and "store brand" (e.g. Lacoeuilhe et al, 2021). In fact, the inconsistent use of terms has been observed across all four types of retail brand concepts.…”
Section: Confusion In the Use Of Retail Brand Terms In Literaturementioning
confidence: 95%
“…First, the same retail brand concept is represented by multiple synonyms. For example, (Lacoeuilhe et al. , 2021, p. 2) have noticed that “in the marketing literature and practice, store brands, private labels or retailer brands are all used as synonyms”, which refer to the brand of retailers' own products.…”
PurposeAlthough many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.Design/methodology/approachThrough a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.FindingsSemantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.Originality/valueNoting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.
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