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Consumer Packaged Goods in the United States: National Brands, Local Branding
The authors document several striking general geographic patterns in the performance of national brands using a large longitudinal scanner database that spans many consumer packaged goods categories and U.S. regional markets. Across markets, they observe that for a typical national brand, the geographic variation in market shares, perceived quality levels, and local dominance is so large that it questions the concept and relevance of a "national brand." Across time, the authors find that the geographic differences in market shares for national brands are persistent and thus are attributed to "long-term" outcomes. The objective of this article is to open a discussion on these surprising stylized findings related to geography in the food and beverage industries. The authors argue that geographically indexed consumer packaged goods data contain rich information about long-term marketing outcomes that offer several new directions for further research.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4407 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2007 |
|---|---|
| Edisi | Vol. 44, No. 1 (Feb., 2007), pp. 4-13 |
| Subjek | Consumer behavior Brand equity Consumer choice Brand awareness Brand positioning consumer packaged goods Regional Marketing |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 10 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |