Manufacturer's retailer dependence: A private branding perspective
Abstract
With the recent increase in the power of major retailers through consolidations, the world of brands has divided in two categories: national brands belonging to manufacturers and private brands belonging to retailers. While national brands are well studied in the literature, there is a dearth of studies on private brand phenomenon particularly from a manufacturer's point of view as opposed to that of retailers and consumers. To address this gap,...
Paper Details
Title
Manufacturer's retailer dependence: A private branding perspective
Published Date
Aug 1, 2015
Volume
49
Pages
95 - 104
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