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2018 | OriginalPaper | Chapter

5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands

Author : Ranga Chimhundu

Published in: Marketing Food Brands

Publisher: Springer International Publishing

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Abstract

This chapter is a critical summary of the literature reviewed on private label and manufacturer brands in food product categories in a highly concentrated grocery retail landscape. The summary is directly linked to the research issues developed. The research issues fall into three major themes, namely: the balance between private label and manufacturer brands in the product categories (research issues 1, 2a, 2b and 2c); innovation, category marketing support and consumer choice (research issues 3a, 3b, 4a, 4b, 4c and 5); and category strategic policies on the coexistence of the two types of brands (research issues 6 and 7).

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previous chapter Private Label and Manufacturer Brand Coexistence

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Title: Key Research Issues in the Marketing of Private Label and Manufacturer Brands
Author: Ranga Chimhundu
Publisher: Springer International Publishing
Book: Marketing Food Brands
Print ISBN: 978-3-319-75831-2

Electronic ISBN: 978-3-319-75832-9

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-75832-9_5