The aim of this paper is to develop and validate a consumer-based food label equity scale. The paper is based on a literature review of brand equity and food labels, one qualitative study, and three quantitative studies. Partial least squares analysis is used to clarify the hierarchical structure of the proposed food label equity scale. The proposed scale has seven first-order facets, namely Design, Relevance, Credibility, Honesty, Visibility, Awareness, and Clarity. The first-order facets then combine formatively into 3 s-order constructs, namely Trust, Informational Value, and Label Familiarity, and, ultimately, into a third-order construct of global food label equity associations.

PurposeThe purpose of this study is to analyse the impact of two determinants of purchase intention in food label campaigns: altruistic attribution and brand equity.Design/methodology/approachA 2 × 2 between-group factorial experimental design was used, with 2 levels of altruistic attribution (high/low) and 2 levels of brand equity (high/low). The product used for the study was pork chops. A survey was conducted on 602 respondents representing the population of Quebec, Canada.FindingsStructural equation modelling was used to evaluate the fit of the data with the proposed mod el. The results demonstrate that altruistic attribution and brand equity have an indirect impact on purchase intention via perceptions of taste and food safety. Altruistic attribution, but not brand equity, also has a direct impact on purchase intention.Research limitations/implicationsThe experiment in this study was conducted via an online consumer panel to increase internal validity. As a result, one of the limitations of the study concerns its external validity.Practical implicationsThis research provides strategic guidelines for businesses or organisations that wish to develop food label campaigns. They must simultaneously consider both altruistic attribution and pre-existing brand equity.Originality/valueThis study contributes to the literature by demonstrating the impact of altruistic attribution and brand equity on purchase intention in the context of food label campaigns. The study mobilises attribution theory and the multidimensional consumer-based brand equity scale.

This research presents a new approach for reducing the number of profiles in a conjoint study. This approach uses interpolation to reduce the number of attribute levels included in a conjoint design, thus permitting one to use conjoint designs involving fewer profiles. Also, the paper presents a new interpolation procedure based on subjective distances for estimating the utilities of attribute levels not included in a conjoint design. The results confirm that the predictive validity of conjoint designs with interpolation and the predictive validity of the new interpolation procedure based on subjective distances are high. The implications of these findings are discussed.

ABSTRACTThe objectives of this research are to analyze the determinants for the adoption of the Global Reporting Initiative (GRI) G3 guidelines and GRI G3 application levels (undeclared, C, C+, B, B+, A, A+). Content analysis of the 2009 sustainability reports published by the world's 500 largest companies (Fortune Global 500) was conducted. Based on legitimacy theory and signalling theory, the study yielded two main findings. First, the binary logistic regression reveals that the adoption of GRI G3 guidelines is influenced by company size, profitability, business culture of a country, and industry. These results are consistent with past research on the factors influencing sustainability reporting. Second, the ordinal logistic regression shows that the GRI G3 application level is influenced by the industry in which a firm operates but not by company size, profitability or business culture of a country. In high‐risk industries, the GRI G3 application level is more likely to be considered as a signal to manage the reputational risk of the companies. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.

PurposeThis paper aims to present the methodology used to develop an index for assessing retailers' efforts to promote regional foods, and to provide an analysis of the evaluation of 278 retailers.Design/methodology/approachA three‐step procedure was used to develop the index. First, the dimensions of the index were identified through a literature review and interviews with retailers. Next, face‐to‐face interviews with retailers, food producers and regional development experts were conducted to define the best way to measure the index dimensions. Finally, a Delphi approach with an expert panel was used to determine the relative importance of the dimensions. The index was used to evaluate 278 food retailers from the province of Quebec in Canada. Data collection was conducted through store observation and interviews with managers or owners.FindingsThe results reveal a weak level of commitment toward regional foods. Only a small group of retailers, 16 per cent of the sample analysed, adopted practices that demonstrated commitment toward regional foods. A lower level of commitment was observed among corporate stores and discount supermarkets.Research limitations/implicationsThe index provides an overview of retailers' level of commitment toward regional foods within a region. It is simple to use and the results are easy to communicate. However, further research is needed to validate the index dimensions and their relative importance.Originality/valueThis is the first study to provide a means of measuring retailers' commitment toward regional foods based on their behaviour.

Résumé Aujourd’hui, les marques sont associées à des campagnes publicitaires, à des opérations promotionnelles ou à la conception de produits. Une étude descriptive a cherché à étendre les connaissances relatives à la gestion des alliances de marques dans le secteur alimentaire du Québec. Un échantillon de 111 marques réparties dans 23 catégories alimentaires a été analysé en liaison avec leurs activités de co-marquage, de co-promotion et de co-publicité. Les résultats révèlent que la majorité des marques de l’étude ont participé à au moins une forme d’alliance de marques et que la co-promotion était la forme d’alliance la plus répandue. Les ententes sont majoritairement réalisées avec des marques d’une autre entreprise et ont une durée déterminée. Les gestionnaires ayant recours à la co-publicité visent à accroître la notoriété et l’image de leur marque. Ils s’engagent dans des co-promotions afin d’augmenter les ventes et les parts du marché de leurs marques ou de mettre en relief la complémentarité des produits, des usages et des expertises. Le co-marquage s’emploie surtout pour augmenter la notoriété et l’image de marque ainsi que pour élargir la base de la clientèle. Le succès des alliances de marques est tel que la plupart des gestionnaires ayant déjà allié leur marque projettent de répéter l’expérience d’ici cinq ans.

Many claims have been made about the advantages of conducting surveys on the web. However, some concerns have been raised about the quality of the information gathered through this medium. The purpose of this research was to compare the quality of qualitative information obtained using three datacollection methods, in the context of the development of a scale for the measurement of corporate image. First, a study was carried out to generate a list of items that could be used to describe all elements of the corporate image of three firms as perceived by consumers. Different lists of items were obtained from telephone, postal and web-based surveys. Next, a qualitative study was conducted to assess the predictive validity of the lists of items obtained from each data-collection method. The results showed that the quality of qualitative data obtained through a web-based survey was comparable to that of information obtained through telephone and postal surveys, for two of the three target firms.

This article presents an approach to media vehicle elimination that differs from current practices in which the judgment of media analysts plays a significant role. First, it is suggested that the impact of a media plan be estimated by using insertions rather than frequency distribution. Second, the decision to eliminate a vehicle will rest on a revenue/cost marginal analysis in which cost is redefined to account for vehicle acquisition cost as well as for other costs involved in their use. Applications of this approach are illustrated. The process for determining the number of media and media vehicles for a media plan appears both simplified and clarified.

The use of weights, indexes and the computation of distances between target and media vehicles characteristics are conceptualized as a resource allocation task. The analysis allows a critical review of some existing practices and the suggestion of new and improved ones.

Cet article cherche à estimer la validité prédictive de l'analyse conjointe lorsque des niveaux d'attribut interpolés sont insérés à l'intérieur des concepts à évaluer. Comme alternative à la pratique actuelle, cet article suggère d'utiliser les données perceptuelles lors de l'estimation de l'utilité associée à des niveaux d'attribut interpolés. Les résultats ont démontré que d'importants biais apparaissaient dans l'estimation des utilités estimées à partir des distances objectives. Cependant, aucune amélioration significative de la validité prédictive n'a pu être observée à travers la procédure des distances perceptuelles. Les implications de ces résultats sont discutées.