.... Consumers of the brands Nescafé Dolce Gusto and Nespresso capsule-based beverages were selected, and comparatively analyzed to understand the possible differences perceived by the consumers of each brand. Design/methodology/approach Based on a soft laddering technique, 27 in-depth interviews were...

...Francisco M. Mas-Ruiz; Franco Sancho-Esper; Ricardo Sellers-Rubio Purpose The purpose of this paper is to analyse the advertising productivity of a collective brand strategy vs a non-collective brand strategy, as well as the moderating role of company characteristics (age of the company...

...Cristina Calvo Porral; Jean-Pierre Levy-Mangin Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences...

...Lalit Mohan Kathuria; Paramjeet Gill Purpose – The study was conducted with the aim of understanding brand awareness among consumers and analyzing the attitude of consumers towards selected branded commodity food products. An attempt was also made to examine the factors influencing the purchase...

...José Luis Méndez; Javier Oubiña; Natalia Rubio Purpose This paper aims to analyze the relative importance of brand‐packaging, price and taste in the formation of brand preference for manufacturer and store brands in food product categories. Design/methodology/approach The authors first perform...

...Ranga Chimhundu; Robert P. Hamlin; Lisa McNeill Purpose This paper seeks to examine long‐term trends in retailer and manufacturer brand shares in grocery product categories, and to relate these trends to retailer category strategy with regard to these two types of brand. Design/methodology...

..., a Structural Equation Modelling (SEM) model was built to assess the direct and indirect effects of strategies taken by consumers to reduce perceived risk and the consequences for purchase likelihood, utilising LISREL 8.30. Findings – The research reveals brand, information and quality assurance...

...Abel Duarte Alonso; Jeremy Northcote Purpose Wine is an integral part of so‐called “Old World” nations, amalgamating with the local history and landscape, and providing a powerful “origin branding”. To date, however, these dimensions have been discussed to a very limited extent in emerging “New...

...Adam Lindgreen; Martin Hingley; Cheng‐Wen Lee; Chi‐Shun Liao Purpose The study aims to discuss how the attributes of Chinese tea beverage brands influence consumers' evaluations of brand positioning and the differences and competition among brands. Design/methodology/approach A perceptual map...

...@inran.it © Emerald Group Publishing Limited 2008 Elderly people Older consumers Dairy products Consumer behaviour Brands Europe 1. gender (male/female); 2. age (65‐74/75+); and 3. living circumstances (alone/with others). Overall, participants were 768 (96 x 8...

...Lisa Wood Purpose This paper seeks to identify the functional and symbolic attributes of product and brand selection that are of importance to 18‐24 consumers across food and toiletries products. Design/methodology/approach The investigation used both qualitative and quantitative research...

... and Srinivasan (1978) . The variables price, brand, origin and production method were mentioned by Ophuis and van Trip (1995) as extensively studied extrinsic quality cues which have been investigated using the conjoint analysis and repertory grid. This subject has been considered in many countries around...

... was undertaken on a sample of 43 manufacturers and 16 retailers on provision of environmental information of a policy (intent) or reporting (action‐based) nature, analysed using chi‐square techniques assessing the significance of turnover, public listing, brand‐name companies, consumer‐goods companies and media...

...Edo Rajh; Tihomir Vranesevic; Davor Tolic The purpose of the paper is to determine the level of brand equity in the food industry in the Republic of Croatia, so according to this aim, research on five product categories from the food industry (coffee, chocolate, beer, milk, and carbonated soft...

...Ksenija Dumicic´; Sanda Renko; Natasa Renko This paper considers the structure and performances of the Croatian beer market, as well as consumers’ attitudes and preferences. The results emphasise that the domestic brands with their quality and tradition, in spite of the imported beer brands...

...Michael Beverland Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI^TM branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category...

...Claudio Vignali Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated. Emphasises the importance placed upon the Virgin brand and determining whether or not this proves...

... UP Limited 1999 India Entrepreneurship Brands Drinks industry Distribution channels Smallfirms Master A. Razak was on his way to a little shop in which he worked as a tailor, at 4 Punita, Sassoon Dock, in the Colaba district of Mumbai (Bombay). The sign read “A. Lord Gents...

...Demetris Vrontis Seeks to emphasise the importance of branding in the European beer market. Attention is consigned to assessing the implications of effective branding within the context of the overall marketing strategies of brewers. To facilitate a comprehension of this, studies of three key...

... alongside the issues affecting how this policy was implemented. Final consideration is given to the role of the own brand developed to fit the company philosophy of being ecological, innovative and consumer focused. © MCB UP Limited 1998 Brands Co‐operative societies Integration Marketing...