supermarkets and hypermarkets have superior supply chain in the country that they begin to extend their brand and make their own … products, which is called private brand. The growth of private brands in Indonesia has been fairly stagnant as brand names step … been so slow? In short, Asian shoppers are strongly brand-loyal and retailers have not invested enough in marketing private …

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to …. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private … importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we find …

. Currently, NBs continue with their higher pricing, to sustain their brand equity. On the other hand, grocery retailers continue …

an event study framework to show that after a store brand introduction, both the number and prices of retailer national … brand products increase. Second, I develop a structural model of upstream vertical interaction between manufacturers and …

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares … retailer and the manufacturer. Together, this implies that POS variables may influence brand shares very differently in … different retail formats and for different brand types, which has important implications for retailers and manufacturers. We use …

of national top brand shares are asymmetric across retailers, even for retailers competing in the same geographic market …. The average across-market across-retailer inter-quartile range of the top brand shares is smaller than that within …-market across-retailer. The “share advantage” that a leading brand enjoys within a retailer is persistent across markets where the …