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2018 | OriginalPaper | Buchkapitel

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

verfasst von : Ranga Chimhundu

Erschienen in: Marketing Food Brands

Verlag: 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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Vorheriges Kapitel Private Label and Manufacturer Brand Coexistence

Nächstes Kapitel Research Paradigm, Research Method and Research Design

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Titel: Key Research Issues in the Marketing of Private Label and Manufacturer Brands
verfasst von: Ranga Chimhundu
Verlag: Springer International Publishing
Buch: Marketing Food Brands
Print ISBN: 978-3-319-75831-2

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

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