The NOTHING ELSE food label, created at the Auckland University of Technology, lists the eight or less easily recognized ingredients on the front-of-pack within a circular band. This report describes the evolution of ...The NOTHING ELSE food label, created at the Auckland University of Technology, lists the eight or less easily recognized ingredients on the front-of-pack within a circular band. This report describes the evolution of the label into a stand-alone brand for products including nuts, dried fruit, biscuits and water sold in four cafes at the university. In partnership with an established food manufacturer a NOTHING ELSE healthier snackbar was developed and sold through the university fitness centres with sales being tracked electronically by time, day and quantity. Consumers/purchasers of this NOTHING ELSE bar were asked why they bought the bar and when they would eat it as well as if they would buy the bar again and why/why not. Two thirds of the 43 respondents said that they would buy the bar again. Three key reasons for repurchase were identified: taste (n = 12), “healthy” (n = 11) and “natural ingredients” (n = 10). Positive comments about the ingredients included: no additives or preservative, the low/no added sugar, and the presence of fibre demonstrating that this unique brand concept was meeting a consumer need for transparent product information. The next steps are commercial production of the snackbar and market expansion within the university.展开更多
Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum ...Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers.The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience(BEX)dimension that helps in enhancing the brand equity(BE)of OFDPs.BEXs are critical for building brand loyalty(BL)and making companies profitable.Customers can experience different kinds of brand experiences through feeling,emotions,affection,behavior,and intellect.The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context.A survey of 457 Indian customers was carried out.A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships.Our computational analysis reveals that BEX influences the BL and BE of OFDPs.The study further indicates that BL mediates the relationship between BEX and BE of OFDPs.The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product.It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research.Some of the managerial implication,limitations,and scope of future research are also presented in the study.展开更多
文摘The NOTHING ELSE food label, created at the Auckland University of Technology, lists the eight or less easily recognized ingredients on the front-of-pack within a circular band. This report describes the evolution of the label into a stand-alone brand for products including nuts, dried fruit, biscuits and water sold in four cafes at the university. In partnership with an established food manufacturer a NOTHING ELSE healthier snackbar was developed and sold through the university fitness centres with sales being tracked electronically by time, day and quantity. Consumers/purchasers of this NOTHING ELSE bar were asked why they bought the bar and when they would eat it as well as if they would buy the bar again and why/why not. Two thirds of the 43 respondents said that they would buy the bar again. Three key reasons for repurchase were identified: taste (n = 12), “healthy” (n = 11) and “natural ingredients” (n = 10). Positive comments about the ingredients included: no additives or preservative, the low/no added sugar, and the presence of fibre demonstrating that this unique brand concept was meeting a consumer need for transparent product information. The next steps are commercial production of the snackbar and market expansion within the university.
文摘Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers.The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience(BEX)dimension that helps in enhancing the brand equity(BE)of OFDPs.BEXs are critical for building brand loyalty(BL)and making companies profitable.Customers can experience different kinds of brand experiences through feeling,emotions,affection,behavior,and intellect.The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context.A survey of 457 Indian customers was carried out.A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships.Our computational analysis reveals that BEX influences the BL and BE of OFDPs.The study further indicates that BL mediates the relationship between BEX and BE of OFDPs.The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product.It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research.Some of the managerial implication,limitations,and scope of future research are also presented in the study.
