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The influence of private labels on retailer cooperation

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  • Zippel, Christian
  • Wilkinson, John
  • Vogler, Thomas

Abstract

Retailers’ private labels are unlike normal competitors to manufacturers’ national brands. From a channel viewpoint, retailers’ private labels do not merely compete on a horizontal level with manufacturers’ national brands. Competition between national brands and private labels also influences the vertical channel relationships between manufacturers and retailers, potentially reducing the level of cooperation manufacturers can obtain from retailers with respect to their national brands.

Suggested Citation

  • Zippel, Christian & Wilkinson, John & Vogler, Thomas, 2013. "The influence of private labels on retailer cooperation," Australasian marketing journal, Elsevier, vol. 21(4), pages 271-277.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:4:p:271-277
    DOI: 10.1016/j.ausmj.2013.08.008
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    References listed on IDEAS

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    Cited by:

    1. Zhang, Xiuyi & Hou, Wenhua, 2022. "The impacts of e-tailer's private label on the sales mode selection: From the perspectives of economic and environmental sustainability," European Journal of Operational Research, Elsevier, vol. 296(2), pages 601-614.
    2. Tan, Pei Jie & Tanusondjaja, Arry & Corsi, Armando & Lockshin, Larry & Villani, Christopher & Bogomolova, Svetlana, 2021. "Behavioural and psychographic characteristics of supermarket catalogue users," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Sheikh Basharul Islam & Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2021. "Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach," FIIB Business Review, , vol. 10(2), pages 133-145, June.
    4. Fornari, Daniele & Fornari, Edoardo & Grandi, Sebastiano & Menegatti, Mario, 2016. "Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 234-241.
    5. Bogomolova, Svetlana & Szabo, Marietta & Kennedy, Rachel, 2017. "Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based?," Journal of Business Research, Elsevier, vol. 76(C), pages 189-200.

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    Private labels;

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