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Erschienen in:
At the Intersection of Social Marketing and Public Policy: An Exploration of a Non-profit from the Client Perspective: A Structured Abstract Kapitel lesen Erstes Kapitel lesen

2017 | OriginalPaper | Buchkapitel

Do Private Labels Outperform National Brands? Insights into a Gain-and-Loss Analysis: A Structured Abstract

verfasst von : Michael Hundt, Hans Christian Jansen, Rainer Olbrich

Erschienen in: Creating Marketing Magic and Innovative Future Marketing Trends

Verlag: Springer International Publishing

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Abstract

In recent decades, the consumer goods sector has proliferated with private labels, competing with national brands (Olbrich et al. 2009; Olbrich and Grewe 2009, 2013; Hundt et al. 2016). Intense price competition at the retail level corresponds with the strong growth of private labels (Olbrich et al. in press), which target not only lower and middle price segments (generic and classic private labels) but also upper price segments (premium private labels) (Jonas and Roosen 2005; Ter Braak et al. 2014; Schnittka 2015). As a result, retailers are now serious competitors to their existing business partners, namely, members of the branded goods industry (Olbrich and Buhr 2005).

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Vorheriges Kapitel Self-Expansion in Experiential Consumption: An Abstract
Nächstes Kapitel Persistent Innovation and Firm Orientations: A Conceptual Framework—An Abstract
Literatur
Hundt, M., Jansen, H. C., & Olbrich, R. (2016). Proliferation of private labels in the consumer goods sector: A literature overview. 2016 ACRA Annual Retailing Conference, 13–16 April 2016, New York.
Jonas, A., & Roosen, J. (2005). Private labels for premium products—The example of organic food. International Journal of Retail & Distribution Management, 3, 636–653.CrossRef
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Luijten, T., Prester, H.-G., & Denk, M. (1998). Towards a standard model to perform gain-loss-analyses. Internal GfK Report.
Olbrich, R., & Buhr, C.-C. (2005). Who benefits from the prohibition of resale price maintenance in European competition law?—The case of food retailing. European Competition Law Review, 26, 705–713.
Olbrich, R., & Grewe, G. (2009). Consequences of competition between national brands and private labels—Empirical results from different German outlet formats. International Journal of Retail and Distribution Management, 37, 933–951.CrossRef
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Olbrich, R., & Hundt, M. (in press). Retail concentration, price competition, and brand policy—competitive conditions, empirical findings, and strategies for the branded goods industry to compensate the crowding out of national brands by private labels. Betriebswirtschaftliche Forschung und Praxis.
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Olbrich, R., Jansen, H. C., & Hundt, M. (in press). Effects of pricing strategies and product quality on private label and national brand performance. Journal of Retailing and Consumer Services.
Olbrich, R., Orenstrat, R., Grewe, G., & Hundt, M. (2016). The impact of the degree of similarity between “copycats” and original national brands on consumer buying behaviour—An empirical investigation based on German household panel data. In R. Olbrich (Ed.), Research Papers from the Chair of Marketing. Hagen: University of Hagen.
Schnittka, O. (2015). Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels. Journal of Retailing and Consumer Services, 24, 94–99.CrossRef
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Ter Braak, A., Geyskens, I., & Dekimpe, M. G. (2014). Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions. Journal of Retailing, 90, 125–140.CrossRef
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Metadaten
Titel
Do Private Labels Outperform National Brands? Insights into a Gain-and-Loss Analysis: A Structured Abstract
verfasst von
Michael Hundt
Hans Christian Jansen
Rainer Olbrich
Copyright-Jahr
2017
Buch
Creating Marketing Magic and Innovative Future Marketing Trends

Print ISBN: 978-3-319-45595-2

Electronic ISBN: 978-3-319-45596-9

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-45596-9_252