Purchase motivations and levers to revitalize the core market store brands

Les motivations d’achat et leviers pour redynamiser l’offre des marques de distributeurs cœur de gamme

Samy Belaïd () and Jérôme Lacoeuilhe ()
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Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Jérôme Lacoeuilhe: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Private label's market share (what is called mid-range, including store-brands and own-brands' products) is eroding, which raises questions about their performance. Studying literature's and professionals' arguments explaining the performance fall of these types of private labels allows to indentify what determines the attitudes towards them and to provide retailers with elements to rethink and revitalize the offer of private-label products. Keywords: store brands, private labels, national brands, attitude, loyalty.

Date: 2018
New Economics Papers: this item is included in nep-com
Note: View the original document on HAL open archive server: https://hal.science/hal-01841502v1
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Published in Décisions Marketing, 2018, ⟨10.7193/dm.090.75.89⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01841502

DOI: 10.7193/dm.090.75.89

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