Consumer packaged goods in France: National brands, regional chains and local branding

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dc.contributor.authorAtaman, M. Berk
dc.contributor.authorMela, Carl F.
dc.contributor.authorvan Heerde, Harald J.
dc.date.accessioned2009-01-29T03:10:22Z
dc.date.available2009-01-29T03:10:22Z
dc.date.issued2007
dc.description.abstractThe 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.en
dc.identifier.citationAtaman, M., Mela, C. & Van heerde, H.(2007). Consumer packaged goods in France: National brands, regional chains and local branding. Journal of Marketing Research, XLIV (1), 14-20.en
dc.identifier.doi10.1509/jmkr.44.1.14en
dc.identifier.urihttps://hdl.handle.net/10289/1912
dc.language.isoen
dc.publisherAmerican Marketing Associationen_NZ
dc.relation.isPartOfJournal of Marketing Researchen_NZ
dc.relation.urihttp://search.ebscohost.com.ezproxy.waikato.ac.nz/login.aspx?direct=true&db=buh&AN=23892132&site=ehost-liveen
dc.subjectgeographyen
dc.subjectnational branden
dc.subjectmarket shareen
dc.subjectbrandingen
dc.subjectconsumer packaged goodsen
dc.titleConsumer packaged goods in France: National brands, regional chains and local brandingen
dc.typeJournal Articleen
pubs.begin-page14en_NZ
pubs.elements-id32265
pubs.end-page20en_NZ
pubs.issue1en_NZ
pubs.volumeXLIVen_NZ
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