Private Brands: Major Brand Perspective
Shiva Nandan
(Assistant Professor of Marketing at Missouri Western State
College, Missouri.)
Roger Dickinson
(Professor of Marketing at the University of Texas at
Arlington, Texas, USA.)
4009
Abstract
Describes the problems that major brand suppliers face in the context of the growing attractiveness of private brands to the retailer and the consumer. Discusses the factors contributing to this growth. Describes the roles that private brands perform for the retailer. Offers model for the retailer′s decision whether or not to adopt a private brand. Offers supplier options. Delineates management implications.
Keywords
Citation
Nandan, S. and Dickinson, R. (1994), "Private Brands: Major Brand Perspective", Journal of Consumer Marketing, Vol. 11 No. 4, pp. 18-28. https://doi.org/10.1108/07363769410070863
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited