Browsing by Author "Marreiros, Cristina"
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- O Brand Equity das marcas de distribuidor: aplicação no varejo alimentarPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, AndreiaEste trabalho tem como objetivo geral a análise do capital de marca (brand equity) das marcas de distribuidor (MD), promovidas por varejistas alimentares: super e hipermercados. Pretendeu verificar se os consumidores assumem que as MD são entidades detentoras de capital de marca autónomo, distinguindo-se enquanto marca relativamente à sua entidade promotora (o varejista). Para atingir este propósito foi feita uma revisão da literatura, onde se analisaram diferentes abordagens ao capital de marca de produtos e de serviços, designadamente as escalas propostas e validada de Yoo e Donthu (2000) para marcas de produtos e de Pappu e Quester (2006) para o estudo do capital de marca dos varejistas: Foi desenvolvido um estudo empírico, de forma a verificar-se do desempenho das MD, enquanto componente com capital de marca autónomo (modelo dual), ou integrante do capital de marca do varejista (modelo integrado). Para tal, foi realizado um inquérito junto de uma amostra de consumidores portugueses, tendo-se analisado os dados através de análise fatorial exploratória e confirmatória. O trabalho realizado permitiu verificar que as marcas de distribuidor não se afiguram como entidades com capital de marca autónomo (modelo dual), mas um componente relevante do capital de marca do varejista (modelo integrado). Tendo por base as duas escalas de origem, chegou-se a uma escala para o capital de marca retalhista, composta por três dimensões – associações, preferências e marca de distribuidor – e quinze itens. Esta escala obteve níveis de ajustamento e de validade convergente e discriminante adequados, tendo sido posteriormente validada numa amostra independente.
- Do Private Labels Build Retailer Brand Equity?: an Empirical ApproachPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionisio, AndreiaThis research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validity.
- Linking retailer and private label brand equity: conceptual framework & proposed scalesPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- As marcas de distribuição: perspectivas de evoluçãoPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- As marcas de distribuidor num contexto de recessão.Publication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- Private label brand equity: a conceptual frameworkPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, AndreiaThis paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009), (Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers. Our model inludes awereness, associatons, percieved quality, retailers brand equity as dimensions of private label brand equity.
- Retailers brand management: private label marketing management and retailers brand equityPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia
- Shopper marketing implications on communication strategies and actionsPublication . Silveira, Paulo Duarte; Marreiros, CristinaShopper marketing is an international recent concept and approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field, and consequently questions and challenges acrossall the marketing-mix variables are emerging. This paper addressesshopper marketing implications on one of those variables – communication.Specifically, the purpose of this paper is to study the implications of the shopper marketing approach on marketing/brand communication, focusing on point-of-purchase (POP) communication strategies and actions. In order to address that purpose, an expert opinions qualitative study was conducted, gathering primary data from fourteen shopper marketing experts, following a snowball sampling technique.The results confirm the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the POP.
- Shopper marketing: a literature reviewPublication . Silveira, Paulo Duarte; Marreiros, CristinaShopper marketing is a recent concept and it has been gaining importance and attention among managers and researchers. Due to its youth and increasing relevance, the purpose of this paper is to analyze, categorize, compile and analyze the existing knowledge concerning shopper marketing. The main finding of this paper is that the literature on shopper marketing is complementary and coherent, and also raises several research and managerial challenges. Besides that, there is a structural common trace on the literature, recognizing that shoppers are citizens with specific needs beyond consumption, which should be effectively analyzed and satisfied, adopting a shopper marketing approach. The main contributions provided are the compilation of shopper marketing literature, its analysis and the identification of major issues and directions for future research.
- The influence of advertising at the point-of-purchase on shoppers and brands: an empirical study in convenience storesPublication . Silveira, Paulo; Marreiros, CristinaThe main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.