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Sökning: L773:0969 6989 > Bondesson Niklas

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1.
  • Anselmsson, Johan, et al. (författare)
  • Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG
  • 2015
  • Ingår i: Journal of Retailing and Consumer Services. - Elsevier. - 0969-6989. ; 25, s. 58-70
  • Tidskriftsartikel (refereegranskat)abstract
    • For decades, managers have analysed, planned and implemented long-term brand strategies based on customer mindset metrics (MSMs). Typically, such MSMs are customer satisfaction, liking, brand preference and Net Promoter Score (NPS). One of the core pillars, in brand management literature, is the assumed link between certain customer-based brand assets, often operationalized as MSMs, and future long-term market performance. However, few studies have systematically and broadly evaluated how the most common MSMs relate to actual performance data. This study investigates the link between the customer MSMs, most commonly used by practitioners, and their relationships with actual market performance. The paper explores 10 MSMs and 14 market performance metrics, in 10 categories, in the Swedish fast-moving consumer goods (FMCG) market. The study is based on survey data from 2007 that is compared to purchase panel household data from 2007 and 2010. Although MSMs are highly correlated to each other, their relations to brands' long-term market performance differ. A more nuanced approach to the MSM-market performance link is proposed, as there appears to be no single “silver bullet” MSM to rely on. Using a cash flow-oriented framework, the authors recommend opting for different MSMs depending on which of the three generic types of market performance (enhanced, sustained or accelerated) are targeted.
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2.
  • Anselmsson, Johan, et al. (författare)
  • The penetration of retailer brands and the impact on consumer prices - A study based on household expenditures for 35 grocery categories
  • 2008
  • Ingår i: Journal of Retailing and Consumer Services. - Elsevier. - 0969-6989. ; 15:1, s. 42-51
  • Tidskriftsartikel (refereegranskat)abstract
    • The aim of this study is to examine the relationship between retailer brand (RB) market shares and consumer prices. Furthermore it investigates whether changes in category price and expenditure are due to changes in customer purchase patterns or changes in relative price levels (price gap) of RBs and national brands (NBs). Data from the market research company GfK's consumer household panel, comprised of purchases made by 3000 Swedish households, for 35 randomly chosen grocery categories during the time period 2001–2004, is analysed. Results show a weak but significant negative relation between RB market share size, and the consumer prices in terms of household expenditures. The price level and changes in price level are first of all due to change in prices of the market leader and secondly due to changes in customer purchase patterns. The results also show some evidence that RBs have greater impact on prices initially, when the RB market share grows from 0% to 10%.
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  • Resultat 1-2 av 2
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refereegranskat (2)
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Anselmsson, Johan, (2)
Johansson, Ulf, (1)
Maranõn, Antonio (1)
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Lunds universitet (2)
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