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Authordc.contributor.authorManzur Mobarec, Enrique 
Authordc.contributor.authorOlavarrieta Soto, Sergio es_CL
Authordc.contributor.authorFarías Nazel, Pablo es_CL
Authordc.contributor.authorHidalgo Campos, Pedro es_CL
Authordc.contributor.authorUribe Bravo, Rodrigo es_CL
Admission datedc.date.accessioned2011-11-18T18:33:17Z
Available datedc.date.available2011-11-18T18:33:17Z
Publication datedc.date.issued2011
Cita de ítemdc.identifier.citationJournal of Business Research 64 (2011) 286–291es_CL
Identifierdc.identifier.otherdoi:10.1016/j.jbusres.2009.11.014
Identifierdc.identifier.urihttps://repositorio.uchile.cl/handle/2250/128267
General notedc.descriptionArtículo de publicación ISIes_CL
Abstractdc.description.abstractRetailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different conceptual antecedents. The study presents and tests a model of the effects of shoppers´ characteristics (price and non-price-related) on attitudes toward store brand and national brand promotions. The results support that constructs relating to price impact both store brand attitude and national brand promotion attitude, but the strength of some of these relationships differ. Other shopper characteristics like brand loyalty and store loyalty, have similar negative and positive effects, respectively. These slight differences suggest that promotions of national brands might be a good tool for fighting back store brands, but manufacturers need to design and target these promotions carefully in order to avoid head-to-head competition.es_CL
Lenguagedc.language.isoenes_CL
Publisherdc.publisherElsevieres_CL
Keywordsdc.subjectStore brand attitudees_CL
Títulodc.titleStore brand and national brand promotion attitudes antecedentses_CL
Document typedc.typeArtículo de revistaes_CL


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