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 …

The consolidation of retailers across markets has considerably altered the competitive dynamics between leading brand … manufacturers and retailers. The era in which brand manufacturers dictate the game to compliant retailers is long gone. Nowadays … private label brands (PLB) and actively seek brand manufacturers to supply them. For brand manufacturers supplying PLB may …

model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … applied as a survey (n=353). The results of the research revealed that the perceived brand equity of the retailer has an … research is that there is also a relationship between the category of the product and the brand equity of the retailer. …

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 …