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This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.

Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.

The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.

This research represents one of the few pioneer works that empirically investigate the aforementioned issues.

As the third part of an article, this explores and reviews current trans‐national protection for brands in Europe. How have the recent European trade mark reforms impacted on the whole area? Looks at a pan‐European strategy which benefits the large players. Linguistic and cultural differences still affect the behaviour of the European consumer. Future applicants of a CTM need to understand these implications in order to follow a cost‐effective and practical means to safeguard their brands.

This study aims to investigate the impact of social risk and inter-tier brand competition across traditional retailers and discounters on consumers' purchase intentions in the UK.

The authors conduct a 2 (social risk) × 3 (brand type) × 2 (retailer type) between-subjects design (n = 309; UK) experiment employing a Qualtrics online panel in the UK.

The study shows that while premium private labels (PPLs) are on par with national brands, discounter's PPLs outperform mainstream retailer's PPLs. Furthermore, consumers appear to purchase standard private labels and PPLs for themselves when shopping at a discounter but turn to national brands when shopping for socially risky situations.

While Tesco's premium (Tesco Finest*) and standard private label (Tesco Everyday Value) explicitly make reference to the retailer's name, for Lidl's premium (Deluxe) and standard private label (e.g. Milbona), the discounter's name is not visible. This is something this study did not control for.

Given that Lidl has opened its first US store in 2017 with ambitious expansion plans, our findings provide in particular practical guidelines for how to promote PPLs in countries where the discounter landscape is less saturated than in Germany.

This study provides insights into the understanding of the influence of social risk on purchasing intentions of premium private labels vs standard private labels vs national brands offered by mainstream retailers or discounters in the UK.

The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands.

A total of 225 consumers were involved in a repeated measures design involving two within‐subject factors: a blind and non‐blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers' positioning strategies on the results generated.

The results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a lower price.

Until now, hardly any study incorporates the differences in positioning objectives of retailers and national brand manufacturers. Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence on its performance.

Examines regional marketing in the food manufacturing industry and how it can be used to build networks of regionally‐marketed brands for national clout and efficiency, to develop nationally‐distributed brands and to encourage growth on national brands which may be competing in stagnant categories. Adopts a case study approach using Borden and Campbell Soup. Investigates approaches to regional marketing and tackles the wider implications of the concept for the food manufacturing industry.

Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search, experience, and credence attributes. The findings confirm that, prior to trial, brand name increases consumers’ perception of experience and credence attribute performance evaluations. However, prior to trial, brand name is found not to affect consumers’ perception of search attributes. Trial of the brand is found to reduce (and not eliminate) the advantage branded products have in enhancing consumers’ perception of experience and credence attributes.

Private label brands may be in danger as a result of recent changes in the marketing strategies used by private label firms. The primary competitive advantage of private label brands, good quality at low prices, may be lost if private label firms continue to modify and expand how their brands are marketed. Specifically, changes in private label brands′ advertising, packaging, sales promotion, and product improvement strategies indicate that private label brands are moving closer than ever to manufacturer brand status. To the extent that these changes result in higher average retail prices and/or lower gross margins for retailers, the advantages of private brands to both consumers and distributors will diminish, illustrating that the historical “wheel of retailing” hypothesis may be applicable to private label brands. Investigates the aforementioned trends and provides suggestions for manufacturers and retailers for future brand management strategies.

The purpose of this paper is to examine the role played by the visual arts in expressing and shaping the nation brand. In doing so, it establishes the centrality of visual discourse in nation branding; illustrating that discursive strategies can directly alter the nation brand’s perception.

This single case study drawing on in-depth interviews, field observation and secondary/historical material, applies mediated discourse analysis and critical discourse analysis to capture a transitional period in the cultural policies and nation branding rhetoric across a time frame of 60 years.

This study establishes the visual arts as a significant carrier of meaning, thus reflecting changes in the national discourse. This analysis illustrates that publicly supported visual arts can articulate policy aspirations and provide insight into the power of competing national discourse which co-exists, thereby shaping the internal and external nation brand.

The study focuses on the visual arts and the context of Venezuela. Future research could expand this to look at the visual arts in other national or regional contexts.

The paper establishes visual art as central to expressing national identity and policy, and a tool for examination of national identity and policy. More broadly, the paper establishes public support for the (visual) arts as central to nation-branding projects providing insight for those engaged in such campaigns to prioritize arts funding.

The authors’ study indicates the marketing relevance of visualization of the nation through the arts and establishes the visual arts as a central tenant of the nation brand.

A key concern in sports sponsorship decisions is knowing under what conditions sponsorship can effectively act as a brand building tool. The purpose of this study is to list attributes to use when examining congruency in the sponsorship of national football teams. The second aim was to test whether being a client of the sponsor brand and being involved with the sponsee moderates the relationship between image congruence and sponsorship response.

Data were collected on four sponsors of the Portuguese national team, just before the 20th Fédération Internationale de Football Association World Cup. Analyses were conducted on a representative national sample of fans. The research design encompassed a two-step approach. First, qualitative analysis identified the main attributes that fans associate with the national team. In the second quantitative phase, moderated regression analysis was used to test the proposed model.

This study confirmed sponsor–sponsee congruence in seven attributes (i.e. national symbol, strength, strong emotions, happiness, optimism, connection and positive feelings) enhances positive brand image and fans’ involvement with the national team moderates this relationship. Positive sponsorship outcomes tend to be higher for sponsors when fans are currently clients of the sponsor brand.

This study adds to previous research by using mixed methods to study sponsor–sponsee congruence regarding national teams and by testing whether fans being clients of sponsors and being involved with sponsees moderate sponsor–sponsee congruence.

With rising industry consolidation in the banking industry, it is unclear whether community banks may find more or less market opportunities. This paper aims to investigate how industry consolidation may affect community banks’ market share outcomes. The second goal of this paper is to establish the ways in which community banks may successfully manage market share growth goals that may be antithetical to the principles of being a local brand.

The empirical analysis is on the US banking industry, spanning the years from 1994 to 2018. This comprehensive panel data set includes county-year level granularity for more than 15,000 banks. Panel regression models that include bank-, county- and year-specific fixed effects are deployed.

It is found that local brands, operationalized as community banks in this study’s empirical context, are having the most success in consolidated market contexts. When pursuing market share growth, a distribution strategy to saturate a local market is found to be advantageous while expanding across geographies is less advisable for community banks.

The findings shed empirical light on the challenges and opportunities for community banks, thereby contributing to the banking industry literature and to an emerging stream of research on local brand management. By demonstrating the means of which growth can be successfully managed by local brands, the important and largely unanswered question of how a local brand can effectively grow is addressed.