Effects of multitier private labels on marketing national brands

Name: Effects of multitier private labels on marketing national brands
Author: Akçura, Munir Tolga, Sinapuelas, I. C., Wang, H. M. D.

İsim	Effects of multitier private labels on marketing national brands
Yazar	Akçura, Munir Tolga, Sinapuelas, I. C., Wang, H. M. D.
Basım Tarihi:	2019
Basım Yeri	- Emerald Publishing Limited
Konu	Promotions, Pricing, Private labels, Product assortment
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1061-0421
Kayıt Numarası	5eab45c5-5f26-49c7-8cc4-9678979b29c7
Lokasyon	Business Administration
Tarih	2019
Örnek Metin	Purpose-This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer's marketing mix decisions toward national brands (NBs). Design/methodology/approach-Using a comprehensive store-level data set covering 52 categories and 130 stores of two retailer chains during 2003-2009, this paper examines how shares of standard and premium PLs affect retailer marketing strategies for NB retail prices, promotions and product assortments. The empirical analysis uses a simultaneous equations model estimated by the generalized method of moments approach and controls for endogeneity between PL shares and NB decisions and potential confounding variables including consumer, manufacturer and retailer factors. Findings-Standard PL shares are associated positively with NB retail prices and negatively with NB promotions and assortments. In contrast, premium PL shares are associated positively with NB retail prices, promotions and assortments. Research limitations/implications-The results indicate that retailers make strategic NB decisions through multitier PLs. Specifically, the evidence suggests that retailers use standard and premium PLs differently in promotion and assortment decisions toward NBs. NB manufacturers need to be cognizant of the increasing marketing power of retailers through their multitier PLs. Originality/value-Prior research has mainly focused on the role of PLs as a strategic weapon to gain power in the channel and its impact on NB pricing decisions in a single PL context. After accounting for potential confounding factors (retailer, consumer and manufacturer) and endogeneity, the authors find empirical evidence that retailers appear to leverage standard and premium PLs differently in some marketing mix decisions toward NB. In particular, the results reveal PL performance to be a determinant of retailer NB assortment decisions.
DOI	10.1108/JPBM-10-2017-1623
Cilt	28

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Effects of multitier private labels on marketing national brands

Yazar Akçura, Munir Tolga, Sinapuelas, I. C., Wang, H. M. D.

Basım Tarihi 2019

Basım Yeri - Emerald Publishing Limited

Konu Promotions, Pricing, Private labels, Product assortment

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1061-0421

Kayıt Numarası 5eab45c5-5f26-49c7-8cc4-9678979b29c7

Lokasyon Business Administration

Tarih 2019

Örnek Metin Purpose-This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer's marketing mix decisions toward national brands (NBs). Design/methodology/approach-Using a comprehensive store-level data set covering 52 categories and 130 stores of two retailer chains during 2003-2009, this paper examines how shares of standard and premium PLs affect retailer marketing strategies for NB retail prices, promotions and product assortments. The empirical analysis uses a simultaneous equations model estimated by the generalized method of moments approach and controls for endogeneity between PL shares and NB decisions and potential confounding variables including consumer, manufacturer and retailer factors. Findings-Standard PL shares are associated positively with NB retail prices and negatively with NB promotions and assortments. In contrast, premium PL shares are associated positively with NB retail prices, promotions and assortments. Research limitations/implications-The results indicate that retailers make strategic NB decisions through multitier PLs. Specifically, the evidence suggests that retailers use standard and premium PLs differently in promotion and assortment decisions toward NBs. NB manufacturers need to be cognizant of the increasing marketing power of retailers through their multitier PLs. Originality/value-Prior research has mainly focused on the role of PLs as a strategic weapon to gain power in the channel and its impact on NB pricing decisions in a single PL context. After accounting for potential confounding factors (retailer, consumer and manufacturer) and endogeneity, the authors find empirical evidence that retailers appear to leverage standard and premium PLs differently in some marketing mix decisions toward NB. In particular, the results reveal PL performance to be a determinant of retailer NB assortment decisions.

DOI 10.1108/JPBM-10-2017-1623

Cilt 28