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Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency

Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes.
ContributorsTheron, Sophie (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Hughner, Renee (Committee member) / Arizona State University (Publisher)
Created2014
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Description
Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated

Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated channels, then policies designed to support direct channels may be misguided. Using a variety of experiments, this dissertation investigates consumer preferences for local food and their demand differentiated by marketing channel. In the first essay, I examine the existing literature on consumer preferences for local food by applying meta-regression analysis to a set of eligible research papers. My analysis provides evidence of statistically significant willingness to pay for local food products. Moreover, I find that a methodological approach and study-specific characteristics have a significant influence on the reported estimates for local attribute. By separating the demand for local from the demand for a particular channel, the second essay attempts to disentangle consumers’ preferences for marketing channels and the local-attribute in their food purchases. Using an online choice experiment, I find that consumers are willing to pay a premium for local food. However, they are not willing to pay premiums for local food that is sold at farmers markets relative to supermarkets. Therefore, in the third essay I seek to explain the rise in intermediated local by investigating local food shopping behavior. I develop a model of channel-selection in a nested context and apply it to the primary data gathered through an online food diary. I find that, while some consumers enjoy shopping at farmers markets to meet their objectives, such as socialization with farmers, the majority of consumers buy local food from supermarkets because they offer convenient settings where a variety of products can be bought as one basket. My overall results suggest that, if the goal is to increase the sales of local food, regardless of the channel, then existing supply-chain relationships in the local food channel appear to be performing well.
ContributorsPrintezis, Iryna (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Schmitz, Troy (Committee member) / Arizona State University (Publisher)
Created2018
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Description本文旨在研究我国高尔夫球场在经营管理中对于会员制的选择以及渠道促销对于球场的盈利影响。在高尔夫球场的经营和发展中,会员制是球场经营中最常见的模式,但是在我国300多家高尔夫球场的经营中,还有20%左右的球场选择不采用会员制经营。本文第一部分拟基于我国高尔夫球场的相关数据和Logit模型分析了会员制选择的影响因素,结果表明,球场所在地GDP会显著正向地影响会员制的选择,而所在地人口数和日照时数则会正向影响其会员制的选择。在球场的经营过程中,为了更好地实现长期经营和盈利的目标,球场通常会选择不同渠道进行促销,本文第二部分通过广州仙村国际高尔夫球场2020年的经营促销数据,采用多元回归模型分析渠道(携程、高协和铁马)促销在其球场营销经营中扮演的角色。研究发现,渠道促销确实能显著正向地促进球场的下场数,在不考虑星期变量的情况下,携程的促销效果要优于其他两个渠道。此外,渠道促销的效果(相较于星期一)在星期二时是最大的,说明在星期二进行促销活动的效率最高。与此同时,三个不同的渠道在5、9和12月份均具有正向的影响,而7月份、10月份和11月份则都具有负向的影响,表明渠道促销确实有着一定的周期特征,球场在经营中可以充分利用渠道促销的月度特征谋取更多的收益。 综上所述,我国高尔夫球场在营销经营管理中,确实需要适时的采用渠道促销提升自身的经营情况,但是考虑到不同渠道在不同月度和周度具有不同的促销效果,因此,球场在促销时,需要尽量选择具有正向影响的月份和周内某天,从而获取最佳的促销效果。
ContributorsLi, Hongjin (Author) / Shao, Benjamin (Thesis advisor) / Chen, Xinlei (Thesis advisor) / Dong, Xiaodan (Committee member) / Arizona State University (Publisher)
Created2023