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. …