The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

Detalhes bibliográficos
Autor(a) principal: Bambuy, Lívia Rufino
Data de Publicação: 2014
Outros Autores: Andrade, Josmar, Hemzo, Miguel Angelo
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12066
Resumo: Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.
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spelling The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging SimilarityA Captura de Valor das Marcas Líderes pelas Marcas Próprias. Um Estudo Exploratório sobre Semelhança de EmbalagensPackaging; Own Brands; Marketing Strategyembalagens; marcas próprias; estratégia de marketingRetail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.Marcas prprias de varejo vm apresentando crescimento, mesmo com pouco investimento em promoo. Neste contexto, as embalagens servem como elemento fundamental na comunicao destas ofertas com o consumidor. A partir da hiptese de que marcas prprias adotam estratgias de embalagens semelhantes s das embalagens de marcas lderes, com o propsito de capturar brand equity, um conjunto de ofertas de 13 categorias obtidos em 3 redes varejistas que comercializam marcas prprias foi comparado e atribudo escores de semelhana. Com uso da anlise de contedo foi constatado elevado grau de semelhana, quando comparadas as ofertas prprias s marcas lderes de cada categoria.Universidade Nove de Julho - Uninove2014-12-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1206610.5585/remark.v13i6.2803ReMark - Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro - Dezembro; 64-792177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12066/5709Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBambuy, Lívia RufinoAndrade, JosmarHemzo, Miguel Angelo2019-02-19T17:42:37Zoai:https://periodicos.uninove.br:article/12066Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:42:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
A Captura de Valor das Marcas Líderes pelas Marcas Próprias. Um Estudo Exploratório sobre Semelhança de Embalagens
title The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
spellingShingle The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
Bambuy, Lívia Rufino
Packaging; Own Brands; Marketing Strategy
embalagens; marcas próprias; estratégia de marketing
title_short The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
title_full The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
title_fullStr The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
title_full_unstemmed The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
title_sort The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity
author Bambuy, Lívia Rufino
author_facet Bambuy, Lívia Rufino
Andrade, Josmar
Hemzo, Miguel Angelo
author_role author
author2 Andrade, Josmar
Hemzo, Miguel Angelo
author2_role author
author
dc.contributor.author.fl_str_mv Bambuy, Lívia Rufino
Andrade, Josmar
Hemzo, Miguel Angelo
dc.subject.por.fl_str_mv Packaging; Own Brands; Marketing Strategy
embalagens; marcas próprias; estratégia de marketing
topic Packaging; Own Brands; Marketing Strategy
embalagens; marcas próprias; estratégia de marketing
description Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.
publishDate 2014
dc.date.none.fl_str_mv 2014-12-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12066
10.5585/remark.v13i6.2803
url https://periodicos.uninove.br/remark/article/view/12066
identifier_str_mv 10.5585/remark.v13i6.2803
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12066/5709
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 6 (2014): Outubro - Dezembro; 64-79
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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