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At the Intersection of Social Marketing and Public Policy: An Exploration of a Non-profit from the Client Perspective: A Structured Abstract Read chapter Read first chapter

2017 | OriginalPaper | Chapter

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

Authors : Michael Hundt, Hans Christian Jansen, Rainer Olbrich

Published in: Creating Marketing Magic and Innovative Future Marketing Trends

Publisher: 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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Literature
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.
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Metadata
Title
Do Private Labels Outperform National Brands? Insights into a Gain-and-Loss Analysis: A Structured Abstract
Authors
Michael Hundt
Hans Christian Jansen
Rainer Olbrich
Copyright Year
2017
Book
Creating Marketing Magic and Innovative Future Marketing Trends

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

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

Copyright Year: 2017

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