Retailers and Private Label Brands : Current Knowledge and Directions for Future Research

As private label brands gain share and attention in the marketplace, it is important for retailers and academics to update their knowledge about this phenomenon. In this conceptual paper, we examine retailer-centric private label research and identify two main research streams – both related to retailer goals and practices. We also identify two key areas for future research

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Year of publication:	2014
Authors:	Mayer, James
Publisher:	[S.l.] : SSRN
Subject:	Einzelhandel \| Retail trade \| Handelsmarke \| Store brand \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour

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Extent:	1 Online-Ressource (7 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Mayer, Mark and George Zinkhan (2009), “Retailers & Private Label Brands: Research Knowledge Bases and Opportunity Areas,” Marketing Theory and Applications: AMA Educators’ Proceedings, Vol. 20., 70-76 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2009 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014140636