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| Author: | Dhar, S. K. Hoch, S. J. |
| Title: | Why store brand penetration varies by retailer |
| Journal: | Marketing Science
1997 : VOL. 16:3, p. 208-227 |
| Index terms: | RETAILING BRANDS SHOPS COMPETITION MANUFACTURING DISTRIBUTION CHANNELS |
| Language: | eng |
| Abstract: | This study explains across-retailer variance in private label performance. Store brands are the only brand for which the retailer must take all responsibility: from development, sourcing, and warehousing to merchandising and marketing. The retailer plays a determinant role in the success or failure of its own label. This study uses regression-based analyses to show what variation in store brand performance across retailers is systematically related to underlying consumer, retailer, and manufacturer factors. Private labels threaten national brands most in categories where there is high variance in share across categories. In high variance categories store brand share could increrase dramatically if the poor performing retailers imitate best practices. |
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