The geographic associations of brands and branding have been well demonstrated in the country-of-origin (COO) effect literature in that a product’s COO has a branding effect and consumers have preferences for goods from specific countries. The aggregation of these preferences can lead to...

Purpose: The aim is to present a novel, empirical analysis of the competitive battle between retailer‐owned private labels (also known as store brands) and national brands (manufacturer‐owned) in the online retail market. Design/methodology/approach: The authors investigate competition...