...Noora Arantola; Mari Juntunen Purpose This study aims to increase the understanding of the emergence of a values-based (VB) premium private label (PL) brand reputation within a multiple-tier PL brand portfolio in retailing. Design/methodology/approach By building on the research on PLs, brand...

...Natalia Rubio; Nieves Villaseñor; María Yagüe Purpose The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however...

...M. Tolga Akcura; Ian Clark Sinapuelas; Hui-Ming Deanna Wang Purpose This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs). Design/methodology/approach Using...

... © Emerald Group Publishing Limited 2015 Emerald Group Publishing Limited Licensed re-use rights only Price consciousness Brand loyalty Private label usage Private labels Quality consciousness Value for money Currently positioned in value for money, value store brands (SBs...

..., the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding...

...Francisco Guzmán; Oriol Iglesias; Andres Cuneo; Pilar Lopez; Maria Jesus Yague Purpose The aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of PLB equity varies across...