The influence of private labels on retailer cooperation

Christian Zippel, John Wilkinson and Thomas Vogler

Australasian marketing journal, 2013, vol. 21, issue 4, 271-277

Abstract: Retailers’ private labels are unlike normal competitors to manufacturers’ national brands. From a channel viewpoint, retailers’ private labels do not merely compete on a horizontal level with manufacturers’ national brands. Competition between national brands and private labels also influences the vertical channel relationships between manufacturers and retailers, potentially reducing the level of cooperation manufacturers can obtain from retailers with respect to their national brands.

Keywords: Private labels (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:4:p:271-277

DOI: 10.1016/j.ausmj.2013.08.008

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