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dc.contributor.authorOlson, Erik L.
dc.date.accessioned2012-04-20T09:00:38Z
dc.date.available2012-04-20T09:00:38Z
dc.date.issued2012
dc.identifier.issn1061-0421 (e-utg)
dc.identifier.urihttp://hdl.handle.net/11250/93492
dc.descriptionThis is the author’s final, accepted and refereed manuscript to the articleno_NO
dc.description.abstractPurpose To empirically examine the brand impact of consumer knowledge regarding a common supplier and shared product specifications between manufacturer and private label brands. Design/Methodology/Approach The study uses three fast moving consumer goods in an experimental setting. Findings The study finds that knowledge about common sourcing and shared specification decreases perceptual gaps between private labels and manufacturer brands and improves attitudes towards the retailer. Research Limitation The study uses a student sample, although all product categories and brands tested are popular with this demographic, which is a key target market for the tested industries. Practical Implications Manufacturer brands that supply private labels need to make sure that this information does not reach consumers and/or ensure their own brand version remains superior to the private label. Retailers that use well-known manufacturer brands as suppliers of their high quality private labels might wish to share this information with customers as a means of improving attitudes towards the private label and retailer brands. Value This paper builds on earlier platform sharing research and shows the dangers and opportunities of sharing product specification across brands with differing reputations and prices.no_NO
dc.language.isoengno_NO
dc.publisherEmeraldno_NO
dc.subjectbrand equityno_NO
dc.subjectprivate labelno_NO
dc.subjectmanufacturer brandno_NO
dc.subjectproduct supplierno_NO
dc.title“Outing” the Supplier: Implications for Manufacturers and Retailersno_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber47-52no_NO
dc.source.volume21no_NO
dc.source.journalJournal of Product and Brand Managementno_NO
dc.source.issue1no_NO
dc.identifier.doihttp://dx.doi.org/10.1108/106104212


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