Store Brand Strength

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2006-02-23 DOI:10.2202/1546-5616.1037

R. Tyagi

引用次数: 2

Abstract

Store brands play many beneficial roles for retailers. While some roles such as creating a quality image for the retailer require relatively strong store brands, other roles such as segmentation of customers by income require lesser strong store brands. This paper shows another role of store brand that requires a relatively less strong store brand. Specifically, in a setting in which national brand manufacturers selling to a retailer attempt to engage in non-cooperative tacit pricing collusion among one another, we show that having a very strong store brand can hurt the retailer by increasing the likelihood of national brand manufacturers sustaining tacit collusion.

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门店品牌实力

商店品牌对零售商起着许多有益的作用。虽然一些角色，如为零售商创造一个高质量的形象，需要相对强大的商店品牌，但其他角色，如按收入细分客户，需要不那么强大的商店品牌。本文展示了商店品牌的另一个作用，它对商店品牌的要求相对较低。具体而言，在向零售商销售产品的全国性品牌制造商试图彼此之间进行非合作的隐性价格勾结的情况下，我们表明，拥有一个非常强大的商店品牌会增加全国性品牌制造商维持隐性勾结的可能性，从而损害零售商。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.