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Analyzing the effects of private-label supplier disclosure on retailer image

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  • Pérez-Santamaría, Samanta
  • Martos-Partal, Mercedes

Abstract

Private-label retailers' disclosures of dual manufacturing agreements—that is, agreements with manufacturers that produce both their own national brands and private labels—can affect the images associated with the retailers. In this study, an experiment reveals moderating effects on retailer images, according to the images of both the national brand manufacturers and the retailers; and also depending on the brand equity of the private label. A low-image retailer's disclosure that a national brand manufacturer supplies its private label causes consumers to perceive that the retailer has a higher image. However, the positive effects of private label supplier disclosure on the retailer's image are weaker when the private label enjoys high equity.

Suggested Citation

  • Pérez-Santamaría, Samanta & Martos-Partal, Mercedes, 2021. "Analyzing the effects of private-label supplier disclosure on retailer image," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002320
    DOI: 10.1016/j.jretconser.2021.102666
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    References listed on IDEAS

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