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WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUALITATIVE INSIGHTS
Olivier Reimann,Udo Wagner 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
46 2016 Global Marketing Conference at Hong Kong Proceedings: 46-47 (July 2016) http://dx.doi.org/10.15444/GMC2016.01.04.01 WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUAL-ITATIVE INSIGHTS Olivier Reimann, University of Vienna, Austria1) Udo Wagner, University of Vienna, Austria2) ABSTRACT Private labels (PL) have developed remarkably well during the last two decades. In many Western European countries they achieved market shares of around 30 percent and more. A phenomenon that recently gained momentum in academia and practice are premium PL (PPL). That are PL positioned as “better and cheaper” or “higher in price and superior in quality” compared to the leading NB. However, with regard to the perceived quality gaps consumers attributed economy and standard PLs vis-à-vis national brands (NB) in the past, it appears contradictory that PPL could become “one of the hottest trends in retail-ing”. To the best of the authors’ knowledge no study published up to now has addressed the following research question: Why do consumers prefer PPL over NB or other PL tiers. The present work tries to provide some insights into this research gap. We conducted two empirical research projects which aim at shedding some light on po-tential drivers of PPL product choice. Both projects are field studies with two leading grocery retail chains in a Central European country as research objects. In this country, the grocery retail market is characterized by a relatively high PL market share (29 percent in 2013) and a high concentration of retailer power: in 2014 the top three retailers cov-ered 85 percent of the overall market. Project I conducted focus group interviews. Partici-pants discussed about economy PL, standard PL and PPL products. Participants debated whether / under which circumstances they would choose one of these PL tiers or a NB. Research project II consisted of semi-structured interviews conducted with consumers in stores. The study revealed major determinants of PPL product choice: (1) quality and price, (2) packaging, (3) origin, and uniqueness, and (4) co-branding. We also gained some insights into the role of psychographics and demographics, brand management and communica-tion as well as on store loyalty. Disadvantageous for retailers, the reasons for PPL prod-uct choice are mainly not PPL brand related. PPL shoppers search for intrinsic or extrin-sic cues and would buy any other brand that offers a similar product. However, the find-ings for co-branding PPL showed that suggestions to apply traditional branding strategies in order to increase (premium) PL success should gain more attention from academia and retailers.
유다선,문정빈,Felix Reimann 한국윤리경영학회 2018 한국윤리경영학회 학술대회 발표논문집 Vol.2018 No.3
How do social and environmental dimensions of corporate social responsibility (CSR) co-evolve within firms? Are improvements in the two dimensions competing, or mutually re-enforcing? Based on the attention-based view, plausible arguments for both perspectives can be developed, taking into account the respective concepts of attention selectivity or attention spillover. Further, we hypothesize that the described relationships are moderated by firms’ resource constraints, industry, and development status of the home country. We test the developed hypotheses with a large-scale dataset containing a sample of 15,917 firm-year observations from 329 industries and 38 countries during 2008-2017. The analysis reveals that improvements in social and environmental aspects of CSR are mutually re-enforcing. Additionally, the moderating effects of resource constraints and industry are supported. Our results imply that firms could improve their broader CSR performance by focusing ona lighthouse(a byproduct of a signal)projects in select areas. Our findings have implications for theory and practice regarding CSR improvement.
Enhanced Critical Fields in MnSi Thin Films
Dirk Menzel,Josefin Engelke,Tommy Reimann,Stefan S¨ullow 한국물리학회 2013 THE JOURNAL OF THE KOREAN PHYSICAL SOCIETY Vol.62 No.10
The magnetic properties of the cubic helimagnet MnSi are governed by the Dzyaloshinskii-Moriya interaction which in the bulk stabilizes a helical ground state below 29 K with a spin-helix wavelength of 18 nm and a propagation vector along the [111] direction. Recently, MnSi has attracted a lot of attention after a skyrmion lattice had been discovered in the so called A-phase. We have prepared thin MnSi films on Si(111) substrates by codeposition of Mn and Si. Two films with a thickness below and above the spin helix length have been investigated using SQUID magnetometry. In comparison to bulk material, the films show an enhanced magnetic ordering temperature of 45 K. Magnetoresistance measurements performed on the films reveal a decrease of the resistivity with increasing field. They show together with the magnetic characterization that the critical fields describing the transition from the helical to a conical spin phase and from the conical phase to a parallel spin alignment are dependent on the film thickness and enhanced in comparison to single crystalline MnSi. The form anisotropy which prefers a spin alignment in the film plane is suggested to be the origin for the enhancement of the critical fields.
Park, Sunyoung,Li, Shanlan,Mü,hle, Jens,O&,apos,Doherty, Simon,Weiss, Ray F.,Fang, Xuekun,Reimann, Stefan,Prinn, Ronald G. Copernicus GmbH 2018 Atmospheric chemistry and physics Vol.18 No.16
<P>Abstract. Carbon tetrachloride (CCl4) is a first-generation ozone-depleting substance, and its emissive use and production were globally banned by the Montreal Protocol with a 2010 phase-out; however, production and consumption for non-dispersive use as a chemical feedstock and as a process agent are still allowed. This study uses the high frequency and magnitude of CCl4 pollution events from an 8-year real-time atmospheric measurement record obtained at Gosan station (a regional background monitoring site in East Asia) to present evidence of significant unreported emissions of CCl4. Top-down emissions of CCl4 amounting to 23.6±7.1 Gg yr−1 from 2011 to 2015 are estimated for China, in contrast to the most recently reported, post-2010, Chinese bottom-up emissions of 4.3-5.2 Gg yr−1. The missing emissions (∼19 Gg yr−1) for China contribute to approximately 54 % of global CCl4 emissions. It is also shown that 89 %±6 % of CCl4 enhancements observed at Gosan are related to CCl4 emissions from the production of CH3Cl, CH2Cl2, CHCl3 and C2Cl4 and its usage as a feedstock and process agent in chemical manufacturing industries. Specific sources and processes are identified using statistical methods, and it is considered highly unlikely that CCl4 is emitted by dispersive uses such as old landfills, contaminated soils and solvent usage. It is thus crucial to implement technical improvements and better regulation strategies to reduce evaporative losses of CCl4 occurring at the factory and/or process levels. </P>
O&,apos,Doherty, S.,Rigby, M.,Mü,hle, J.,Ivy, D. J.,Miller, B. R.,Young, D.,Simmonds, P. G.,Reimann, S.,Vollmer, M. K.,Krummel, P. B.,Fraser, P. J.,Steele, L. P.,Dunse, B.,Salameh, P. K.,Harth, Copernicus GmbH 2014 Atmospheric chemistry and physics Vol.14 No.17
<P>Abstract. High-frequency, in situ observations from the Advanced Global Atmospheric Gases Experiment (AGAGE), for the period 2003 to 2012, combined with archive flask measurements dating back to 1977, have been used to capture the rapid growth of HFC-143a (CH3CF3) and HFC-32 (CH2F2) mole fractions and emissions into the atmosphere. Here we report the first in situ global measurements of these two gases. HFC-143a and HFC-32 are the third and sixth most abundant hydrofluorocarbons (HFCs) respectively and they currently make an appreciable contribution to the HFCs in terms of atmospheric radiative forcing (1.7 ± 0.04 and 0.7 ± 0.02 mW m−2 in 2012 respectively). In 2012 the global average mole fraction of HFC-143a was 13.4 ± 0.3 ppt (1σ) in the lower troposphere and its growth rate was 1.4 ± 0.04 ppt yr−1; HFC-32 had a global mean mole fraction of 6.2 ± 0.2 ppt and a growth rate of 1.1 ± 0.04 ppt yr−1 in 2012. The extensive observations presented in this work have been combined with an atmospheric transport model to simulate global atmospheric abundances and derive global emission estimates. It is estimated that 23 ± 3 Gg yr−1 of HFC-143a and 21 ± 11 Gg yr−1 of HFC-32 were emitted globally in 2012, and the emission rates are estimated to be increasing by 7 ± 5% yr−1 for HFC-143a and 14 ± 11% yr−1 for HFC-32. </P>