haku: @author Parker, P. / yhteensä: 12
viite: 3 / 12
| Tekijä: | Kim, N. Parker, P. |
| Otsikko: | Collusive conduct in private label markets |
| Lehti: | International Journal of Research in Marketing
1999 : JUN, VOL. 16:2, p. 143-155 |
| Asiasana: | MARKETING RESEARCH ECONOMICS |
| Kieli: | eng |
| Tiivistelmä: | This paper considers retailers' pricing strategies when they sell both nationally-advertised brands and quality-equivalent private-label brands (a form of store, house or own-label branding). The authors investigate the impact of advertising on the ability of retailers to increase profitability across all brands. This study reveals that retailers can react to the heavy advertising amongst national brands by increasing prices, revenues, and economic profits generated from both national brands and private-label brands. |
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