IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-06581-1_6.html
   My bibliography  Save this book chapter

National Brand’s Incentive to Offer Premium Private Labels

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • S. Chan Choi

    (Marketing, Rutgers Business School)

  • Ozge Turut

    (Marketing, Rutgers Business School)

Abstract

As Private Labels (PLs) become proliferated, retailers are offering multitier PLs and introducing premium PLs (PPLs) that are high in quality and, in some cases, even quality-equivalent to national brands (NBs). PPLs are often supplied by the manufacturers of corresponding NBs (i.e., dual branders), whereas many economy PLs (EPLs) are supplied by dedicated PL manufacturers. We examine an NB manufacturer’s incentive to supply PPL despite its potential of cannibalizing the company’s own NB. Our analysis incorporates the attraction effect of PPL on NB, which stems from consumers exhibiting context-dependent preferences. Such effect makes it profitable for the manufacturer and retailer to supply quality-equivalent PPL.

Suggested Citation

  • S. Chan Choi & Ozge Turut, 2022. "National Brand’s Incentive to Offer Premium Private Labels," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 49-56, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-06581-1_6
    DOI: 10.1007/978-3-031-06581-1_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-06581-1_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.