| Author: | Chernatony, L. de |
| Title: | Marketers' and consumers concurring perceptions of market structure. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:1, p. 7-16 |
| Index terms: | MARKET STRUCTURE BRAND NAMES CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | The impact of increased retailer dominance is considered in terms of the positioning of weaker brands becoming similar to own labels. A review of the literature and previous research programmes is presented. The evolution and characteristics of brands, own labels and generics are outlined. A new research program is described. To assess consumers' perceptions of the competitive tiers, six product fields were investigated. Perceptions of brands and retailer labels were compared. The influence of advertising charges is analysed. Managerial and marketing implications are summarized. |
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