Could co-op advertising be a manufacturer's counterstrategy to store brands?

Karray, Salma; Zaccour, Georges

doi:10.1016/j.jbusres.2006.05.002

Cited by 143 publications

(65 citation statements)

References 35 publications

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“…Industry reports confirm that the market share of store brands have risen around the world in the last decades, reaching significant levels across Europe and North America (Kumar & Steenkamp, 2007;Manzur, Olavarrieta, Hidalgo, Farías, & Uribe, 2011). Store brands, termed also private brands, retailer brands, wholesale brands, and distributor's brands, are brands developed and managed by retailers (Ailawadi & Keller, 2004; which have been increasingly attracting the interest of managers and marketing scholars, in parallel with their increasing market share (Karry & Zaccour, 2006).…”

Section: Introductionmentioning

confidence: 99%

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

2016

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With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.

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Section: Introductionmentioning

confidence: 99%

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

2016

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“…Several authors have suggested an advertising enhancement strategy as a way to defend against the threat of retailer brands (e.g. Hoch and Banerji, 1993;Abe, 1995;Hoch, 1996;Parker and Kim, 1997;Ashley, 1998;Karray and Zaccour, 2006). Verhoef et al (2002) demonstrated that manufacturers in the Netherlands used advertising to increase the distance between their brands and retailer brands.…”

Section: Pursuing An Advertising Enhancement Strategymentioning

confidence: 99%

Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?

Cho

Burt

Dawson

2013

Journal of Asia-Pacific Business

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This paper examines why many of the leading South Korean brand manufacturers produce retailer brand products within their major product categories. The reasons identified include: pressure from retailers; protection of other national brand product ranges; maintenance or improvements in working relationships; protection of other distribution channels; savings in marketing budgets; diversification of product lines and changing competitive structures. Evidence is also provided of the dynamic nature of decision making relating to retail brand supply across the whole portfolio of brands which the manufacturer offers, rather than in respect of individual product brands or markets which has tended to be the focus of much existing work.

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“…Private labels or store brands have become important part of retailers' business due to the value it is able to offer -fortunate private labels give retailers such benefits as store differentiation, store loyalty, enhances the brand, contributes to traffic building and capturing higher market share (Burt and Sparks, 2002; Ailawadi, Gedenk and Nelsin, 2001; Corstjens and Laj, 2000; Richardson, 1997). PLs often generate higher profit margins for the retailer and at the same time offer customers fair prices for products similar to other brands in market (Hoch and Banjeri, 1993), PLs impose strong competitive threats against national brands (Ailawadi and Keller, 2004; Karry and Zaccour, 2006) which increases retailers bargaining power and contributes to gaining stronger position in market.…”

Section: Introductionmentioning

confidence: 99%

Private label management in retail : the concept, consumer profiling and competition with national brands. Systematic review of main findings

Brazauskaitė¹,

Auruškevičienė²,

Gerbutavičienė³

2014

MOSR

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In this theoretical article we are discussing the main aspects of private label management in retail. With growing importance of private labels in retail, this topic is being constantly addressed by researchers and brand managers, trying to highlight the main aspects of PL management and specifics of marketing. We explore and present research streams, discussing private label concept, profiling customers and depict the main aspects of competition between private labels and national brands. We define and explore each research stream and provide insights on successful private label management, which can be adapted both by private label and by national brands managers who are facing competition between these two types of brands. Keywords: private label management, retail, consumer profiling, national brands.Šiame teoriniame straipsnyje aptariame pagrindinius privataus prekės ženklo vadybos mažmeninėje prekyboje aspektus. Su augančia privačių prekės ženklų svarba mažmeninėje prekyboje, susidomėjimas šia tema auga tiek akademinėje bendruomenėje, tiek verslo aplinkoje, stengiantis apibrėžti esminius privataus prekės ženklo vadybos principus ir rinkodaros ypatybes. Analizuojame ir pristatome esmines tyrimo sritis privataus prekės ženklo tyrimuose -privataus prekės ženklo koncepciją, vartotojų profiliavimą ir pagrindinius konkurencijos skirtumus tarp nacionalinių ir privačių prekės ženklų. Apibrėžiame ir tyrinėjame kiekvieną tyrimo sritį, pateikdami įžvalgas, vedančias link sėkmingos privataus prekės ženklo vadybos. Praktiniai straipsnio aspektai gali būti pritaikyti tiek privataus prekės ženklo vadyboje, tiek kitų prekės ženklų vadyboje, ypač prisitaikant konkurencinėje aplinkoje tarp šių dviejų prekės ženklų rūšių. Raktiniai žodžiai: privataus prekės ženklo vadyba, mažmeninė prekyba, vartotojų profiliavimas, nacionaliniai prekės ženklai. indrė BRaZauSKaitĖ Viltė auRuŠKEViČiEnĖ Rima GERButaViČiEnĖ IntroductionPrivate labels (PLs) are brands owned by retailers and sold exclusively in their stores (Bushman, 1993; DeWulf et al., 2005) being part of retailers' business. The importance of PLs in retailers' strategic decisions is emerging. The relevance of PL management as a research topic is identified by top retail journals, indicating that Indrė BRAZAUSKAITė -ISM Vadybos ir ekonomikos universiteto doktorantė. Adresas: Arklių g. 18, Vilnius. E. paštas: indre.brazauskaite@stud.ism.lt.Viltė AURUŠKEVIčIENė -socialinių mokslų daktarė, ISM Vadybos ir ekonomikos universiteto profesorė. Adresas: Arklių g. 18, Vilnius. E. paštas: vilaur@ism.lt.Rima GERBUTAVIčIENė -dr., Lietuvos sveikatos mokslų universiteto docentė. Adresas: Eivenių g. 12, Kaunas. E. paštas: rima.gerbutaviciene@lsmuni.lt.

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Could co-op advertising be a manufacturer's counterstrategy to store brands?

Cited by 143 publications

References 35 publications

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?

Private label management in retail : the concept, consumer profiling and competition with national brands. Systematic review of main findings

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