Results 261 to 270 of about 2,894 (313)

How to brand your private labels

Business Horizons, 2018
Private labels have become ever-more important and are slowly turning into brands of their own. Retailers increasingly offer three-level 'good, better, best' private-label programs that include economy, standard, and premium private-label tier goods. For each of these tiers, retailers must decide under what name to brand their private label.
Geyskens, Inge, Keller, Kristopher O., Dekimpe, Marnik, de Jong, Koen   +3 more
openaire   +2 more sources

Attitude toward Private Label Brands

2016
The primary aim of this study was to identify the determinants of attitude toward Private Labels (PLs) in Spain in one of the most important industries for such brands: the Fast-Moving Consumer Goods (FMCG) industry. To this end, a conceptual model was proposed based on a review of the relevant literature in the field. To test the model, a database was
Mónica Gómez-Suárez, María Pilar Martínez-Ruiz   +1 more
openaire   +1 more source

Branding Decisions for Retailers’ Private Labels

Journal of Marketing Channels, 2014
Umbrella branding (UB) strategies for manufacturers’ products have received considerable attention in the literature. Not much is known about this strategy for private labels. Using a game-theoretic approach, we reassess the benefits of introducing a private label in a distinct category, and provide favorable conditions for the retailer to implement ...
Nawel Amrouche, Tarek Ben Rhouma, Georges Zaccour   +2 more
openaire   +1 more source

Innovation in Private-Label Branding

Design Management Review, 2010
Private labels are taking on the national brands. Putting price aside, specialty retailers, supermarkets, and chains, such as Starbucks and Target, are creating high-margin, high-quality consumer goods and experiences that are enticing growing numbers of loyal and profitable customers.
openaire   +1 more source

Consumers’ Perception of Private Label Brand

MADRAS AGRICULTURAL JOURNAL, 2019
The private Label Manufacturers Association (PLMA), founded in 1979 in US, states that Private label products comprise all goods sold under a retailer’s brand. That product can be the retailer’s own name or a name produced completely by the retailer. A private label brand is manufactured by a third-party producer or contract and sold under a retailer’s
Balaji P, Suresh M, Ashok K.R, Murugananthi D   +3 more
openaire   +1 more source

Private Labels and National Brands: A Comparison Within Brand Extension

2015
This paper focuses on private labels and manufacturers’ brands; its specific goal is to answer the question whether they are the same in terms of their brand extension effectiveness. The paper reports the results of three experimental studies which analyze the impact of category fit and brand knowledge on brand extension of private label vs.
GROSSO, MONICA, CASTALDO, SANDRO
openaire   +2 more sources

Why do leading brand manufacturers supply private labels?

Journal of Business & Industrial Marketing, 2008
PurposePrivate labels are gaining increasing importance in many industries. While there are obvious benefits for retailers to embrace private labels, the standard explanations for manufacturers' involvement (idle capacity, buffer against follower brands, retailer's conditions) do not explain it completely.
J. Tomas Gomez-Arias, Laurentino Bello-Acebron   +1 more
openaire   +1 more source

Consumption-Based Cross-Brand Learning: Are Private Labels Really Private?

Journal of Marketing Research, 2012
While some researchers view private labels (PLs) as a key tool for retailer differentiation, others imply that consumers do not distinguish between PLs of different chains. This debate raises the question: Do a retail chain's PL investments subsidize rival PLs? In addition, how does this affect their choice share vis-à-vis national brands? The authors
Gijsbrechts, E., Szymanowski, M.G.
openaire   +2 more sources

Proliferating Private-Label Portfolios: How Introducing Economy and Premium Private Labels Influences Brand Choice

Journal of Marketing Research, 2010
Three-tiered private-label (PL) portfolio strategies (low-quality tier: economy PLs, mid-quality tier: standard PLs, and top-quality tier: premium PLs) are gaining interest around the world. Drawing on the context-effects literature, the authors postulate how the introduction of economy and premium PLs may affect the choice of mainstream-quality and ...
Geyskens, I., Gielens, K.J.P., Gijsbrechts, E.   +2 more
openaire   +2 more sources

Conceptual Approach on Private Label Brands

Indian Journal of Public Health Research & Development, 2018
The Indian retail era is witnessing the migration of trade activities from the national brand to phantom brand in the past decade. In spite of economical and political fluctuations, the Indian retail has emerged with promising sign of growth in Private label branding. The current study tries to correlate the economic theory with private labeling as the
openaire   +1 more source