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Full-Text Articles in Advertising and Promotion Management
Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin
Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin
Atlantic Marketing Journal
This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.
Using Information Processing To Build A Private Label Brand In Big Emerging Markets, Rachel K. Smith, R. Edward Bashaw
Using Information Processing To Build A Private Label Brand In Big Emerging Markets, Rachel K. Smith, R. Edward Bashaw
Faculty Publications -School of Business
One of the most visible retailing phenomena of the past two decades has been the increase in sales of private labels (PL), or retail brands. Driven by retail consolidation, attractive margins, consumer sophistication, supply chain efficiencies, merchandising strategies, and pricing, PL offer a wider assortment of price and merchandise options for both retailer and consumer. An important part of the overall merchandising mix in the U.S. and Europe for decades, PL have only recently begun to make inroads in other parts of the world. Using the information processing theory, this paper outlines how retailers in three big emerging markets should …