Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions

Article

Chimhundu, Ranga. 2016. "Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions." Journal of Brand Management. 23 (5), pp. 24-40. https://doi.org/10.1057/s41262-016-0003-7
Article Title

Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions

ERA Journal ID35933
Article CategoryArticle
Authors
AuthorChimhundu, Ranga
Journal TitleJournal of Brand Management
Journal Citation23 (5), pp. 24-40
Number of Pages17
Year2016
PublisherSpringer
Place of PublicationUnited Kingdom
ISSN1350-231X
1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/s41262-016-0003-7
Web Address (URL)http://link.springer.com/article/10.1057%2Fs41262-016-0003-7
Abstract

The purpose of this article is to explore the use of power in the merchandising of store brands and manufacturer brands in a highly concentrated fast-moving consumer goods (FMCG) retail environment where grocery retailers wield
phenomenal power over manufacturers. The study employed in-depth interviews and in-store category observation in five product categories and triangulated the results of the two study methods and the five categories. While grocery retail chains own the point of sale and market their own store brands alongside competing manufacturer brands, despite having the balance of power over manufacturers in a highly concentrated grocery retail environment,it is not necessarily coercive power that drives merchandising practice for store and manufacturer brands. Indeed, referent and expert bases of power play a key role. Consistent with rational business judgement,what is best for the consumer and the business is what largely gets factored into merchandising policy. Little research has specifically scrutinised the merchandising patterns of store and manufacturer brands in a highly concentrated FMCG retail environment using specific sources of power as a theoretical base. This article further suggests a relevant theoretical framework for store and manufacturer brand merchandising practice in a highly concentrated FMCG retail environment.

Keywordsstore brands; manufacturer brands; grocery retailing; merchandising; power; FMCG
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Public Notes

Files associated with this item cannot be displayed due to copyright restrictions.

Byline AffiliationsSchool of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
Permalink -

https://research.usq.edu.au/item/q3w38/marketing-store-brands-and-manufacturer-brands-role-of-referent-and-expert-power-in-merchandising-decisions

Log in to edit
  • 1534
    total views
  • 13
    total downloads
  • 2
    views this month
  • 0
    downloads this month

Export as

Related outputs

Interrelation between sustainable dynamic capabilities, corporate sustainability, and sustained competitive advantage
Bari, Nadeem, Chimhundu, Ranga and Chan, Ka Ching. 2024. "Interrelation between sustainable dynamic capabilities, corporate sustainability, and sustained competitive advantage." Sustainability. 16 (7), p. 2864. https://doi.org/10.3390/su16072864
Fintech research: Systematic mapping, classification, and future directions
Liu, Qianhua, Chan, Ka‑Ching and Chimhundu, Ranga. 2024. "Fintech research: Systematic mapping, classification, and future directions." Financial Innovation. 10 (1). https://doi.org/10.1186/s40854-023-00524-z
Digital economy: Development of information and communication technologies in a sustainable economic environment (Eds.)
Chan, Ka Ching, Lee, Angela Siew Hoong and Chimhundu, Ranga. 2023. "Digital economy: Development of information and communication technologies in a sustainable economic environment (Eds.)." Sustainability.
The impact of technological innovation on marketing: Individuals, organizations and environment - A systematic review
Ali, Omar, Osmanaj, Valmira, Alryalat, Mohammad, Chimhundu, Ranga and Dwivedi, Yogesh K.. 2023. "The impact of technological innovation on marketing: Individuals, organizations and environment - A systematic review." Economic Research. 26 (3). https://doi.org/10.1080/1331677X.2023.2210661
Intend to use green energy?
Ahmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves. 2023. "Intend to use green energy?" 2023 AMA Winter Academic Conference. United States 10 - 12 Feb 2023 United States.
Do socio-psychological factors contribute to the use of green energy and climate change mitigation in the residential sector?
Ahmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves. 2023. "Do socio-psychological factors contribute to the use of green energy and climate change mitigation in the residential sector?" 2023 AMA Winter Academic Conference. United States 10 - 12 Feb 2023 United States.
Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers
Hussain, Syed Ibrar and Chimhundu, Ranga. 2023. "Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers." International Journal of Arts and Humanities Studies. 3 (1), pp. 16-25. https://doi.org/10.32996/Ijahs.2023.3.1.3
Effects of social media marketing on consumer purchase intention in the retail sector of Australia
Hussain, Syed Ibrar and Chimhundu, Ranga. 2023. "Effects of social media marketing on consumer purchase intention in the retail sector of Australia." Journal of Business and Management Studies. 5 (1), pp. 69-88. https://doi.org/10.32996/jbms.2023.5.1.8
Factors contributing towards the intention to purchase green energy
Ahmed, Al Sadat Ibne, Chimhundu, Ranga, Zhou, Joe and Sultan, Md Parves. 2023. "Factors contributing towards the intention to purchase green energy." 2023 AMA Winter Academic Conference. United States 10 - 12 Feb 2023 United States.
Digital transformation in real estate marketing: A review
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Digital transformation in real estate marketing: A review." Singh, Amandeep, Bansal, Rohit and Sharma, Sandhir (ed.) Big Data: A Road Map for Successful Digital Marketing. Germany. Walter de Gruyter. pp. 39-61
Endurance of digital marketing with artificial intelligence
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "Endurance of digital marketing with artificial intelligence." Bove, Liliana L., Bell, Simon J. and Hito, Abraham Hito (ed.) ANZMAC 2021: Something Different. Melbourne, Australia 29 Nov - 01 Dec 2021 Melbourne, Australia.
Dynamic capabilities to achieve corporate sustainability: A roadmap to sustained competitive advantage
Bari, Nadeem, Chimhundu, Ranga and Chan, Ka-Ching. 2022. "Dynamic capabilities to achieve corporate sustainability: A roadmap to sustained competitive advantage." Sustainability. 14 (3), pp. 1-28. https://doi.org/10.3390/su14031531
Blockchain technology transforms digital marketing by growing consumer trust
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Blockchain technology transforms digital marketing by growing consumer trust." Idrees, Sheikh Mohammad and Nowostawski, Mariusz (ed.) Transformations Through Blockchain Technology: The New Digital Revolution. Cham, Switzerland. Springer. pp. 265-289
Marketing food brands: Private label versus manufacturer brands in the consumer goods industry
Chimhundu, Ranga. 2018. Marketing food brands: Private label versus manufacturer brands in the consumer goods industry. Switzerland. Palgrave Macmillan.
Blockchain-enabled trust management for digital marketing in the Industry 4.0 Era
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Blockchain-enabled trust management for digital marketing in the Industry 4.0 Era." Maleh, Yassine, Tawalbeh, Lo’ai, Motahhir, Saad and Hafid, Abdelhakim Senhaji (ed.) Advances in Blockchain Technology for Cyber Physical Systems. Cham, Switzerland. Springer. pp. 303-321
The elucidation of marketing trends and a post-positivist approach to understand consumer behaviour: A review
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "The elucidation of marketing trends and a post-positivist approach to understand consumer behaviour: A review." Journal of Tianjin University Science and Technology. 54 (8), pp. 13-32. https://doi.org/10.17605/OSF.IO/4C8YH
Artificial intelligence in digital marketing influences consumer behaviour: A review and theoretical foundation for future research
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "Artificial intelligence in digital marketing influences consumer behaviour: A review and theoretical foundation for future research." Academy of Marketing Studies Journal. 25 (5), pp. 1-7.
Strategic profile for positioning eco-apparel among mainstream apparel consumers
Neupane, Saugat, Chimhundu, Ranga and Kong, Eric. 2021. "Strategic profile for positioning eco-apparel among mainstream apparel consumers." Journal of Global Fashion Marketing. 12 (3), pp. 229-244. https://doi.org/10.1080/20932685.2021.1915836
An instrument for measuring the influence of consumers’ cultural values on functional food perception
Neupane, Saugat, Chimhundu, Ranga and Chan, K. C.. 2021. "An instrument for measuring the influence of consumers’ cultural values on functional food perception." British Food Journal. 123 (7), pp. 2582-2600. https://doi.org/10.1108/BFJ-11-2020-0997
The impact of digital media on real estate marketing: A review
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2020. "The impact of digital media on real estate marketing: A review." Sydney International Business Research Conference (SIBRC 2020). Sydney, Australia 13 - 15 Feb 2020 Sydney, Australia.
Part 3 Case Study 3.1 Cioccolato: The ultimate chocolate experience in Australia
Chimhundu, Ranga and Hassan, Rumman. 2021. "Part 3 Case Study 3.1 Cioccolato: The ultimate chocolate experience in Australia." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terrence A. (ed.) Integrated marketing communications. Melbourne, Australia. Cengage Learning Australia. pp. 383-384
Marketing organic food in Australia: A qualitative study of factors influencing consumers’ purchase intentions
Almrafee, Mohammad, Chimhundu, Ranga and Hassan, Rumman. 2019. "Marketing organic food in Australia: A qualitative study of factors influencing consumers’ purchase intentions." Lang, Mark (ed.) International Food Marketing Research Symposium 2019. Sippy Downs, Australia 12 - 13 Jun 2019 Tampa, United States.
Cultural values affect functional food perception
Neupane, Saugat, Chimhundu, Ranga and Chan, K. C.. 2019. "Cultural values affect functional food perception." British Food Journal. 121 (8), pp. 1700-1714. https://doi.org/10.1108/BFJ-03-2019-0178
Consumer engagement with social media marketing in Australia
Deo, Kirtika, Chimhundu, Ranga and Hafeez-Baig, Abdul. 2018. "Consumer engagement with social media marketing in Australia." 2018 International Congress on Banking, Economics, Finance and Business (BEFB- Sydney 2018). Sydney, Australia 17 - 19 Dec 2018
A study investigating the relationships between consumers' cultural values, their functional food perception and behaviour
Neupane, Saugat, Chimhundu, Ranga and Chan, K. C.. 2018. "A study investigating the relationships between consumers' cultural values, their functional food perception and behaviour." Melbourne International Business and Social Science Research Conference (MIBSRC 2018). Melbourne, Australia 27 - 28 Oct 2018
Primitivo: Bringing back food to what it should be [Case study]
Hassan, Rumman and Chimhundu, Ranga. 2017. "Primitivo: Bringing back food to what it should be [Case study]." Chitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, Craig (ed.) Integrated marketing communications, Asia-Pacific. South Melbourne, Victoria, Australia. Cengage Learning Australia. pp. 142-143
Cioccolato Australia: The ultimate chocolate experience [Case study]
Chimhundu, Ranga and Hassan, Rumman. 2017. "Cioccolato Australia: The ultimate chocolate experience [Case study]." Chitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, Craig (ed.) Integrated marketing communications, Asia-Pacific. South Melbourne, Victoria, Australia. Cengage Learning Australia. pp. 456-457
What influences Australians to buy eco-friendly FMCGs? An integrated model
Hassan, Rumman, Summers, Jane, Chimhundu, Ranga and Valenzuela, Fredy. 2016. "What influences Australians to buy eco-friendly FMCGs? An integrated model." ANZMAC 2016: Marketing in a Post-Disciplinary Era. Christchurch, New Zealand 05 - 07 Dec 2016 Christchurch, New Zealand.
Eco-apparel marketing strategy: An innovative approach to overcome marketing barriers
Neupane, Saugat, Chimhundu, Ranga and Kong, Eric. 2015. "Eco-apparel marketing strategy: An innovative approach to overcome marketing barriers." 2015 Academy of International Business Australia and New Zealand Chapter (AIB-ANZ) Annual Symposium: Interdisciplinarity and Methodological Pluralism in Internationalisation Research. Brisbane, Australia 20 Nov 2015 Brisbane, Australia.
Category captain arrangements in grocery retail marketing
Chimhundu, Ranga, Kong, Eric and Gururajan, Raj. 2015. "Category captain arrangements in grocery retail marketing." Asia Pacific Journal of Marketing and Logistics. 27 (3), pp. 368-384. https://doi.org/10.1108/APJML-08-2014-0124
Manufacturer and retailer brands: Is strategic coexistence the norm?
Chimhundu, Ranga, McNeill, Lisa S. and Hamlin, Robert P.. 2015. "Manufacturer and retailer brands: Is strategic coexistence the norm?" Australasian Marketing Journal. 23 (1), pp. 49-60. https://doi.org/10.1016/j.ausmj.2014.11.004
A study of marketing implementation in brand portfolio companies
Patrick, Kelly, Chimhundu, Ranga and Summers, Jane. 2014. "A study of marketing implementation in brand portfolio companies." Rundle-Thiele, Sharyn, Kubacki, Krzysztof and Arli, Denni (ed.) ANZMAC 2014: Agents of Change. Brisbane, Australia 01 - 03 Dec 2014 Brisbane, Australia.
Private label brand trends in the grocery retail industry
Chimhundu, Ranga and Chadee, Doren. 2013. "Private label brand trends in the grocery retail industry." Journal of Euromarketing. 22 (1/2), pp. 36-47.
Marketing manufacturer and retailer house brands: A study of shelf space in two product categories
Chimhundu, Ranga. 2012. "Marketing manufacturer and retailer house brands: A study of shelf space in two product categories." International Journal of Marketing Studies. 4 (6), pp. 35-43. https://doi.org/10.5539/ijms.v4n6p35
Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium
Chimhundu, Ranga. 2011. "Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium." International Journal of Business and Management. 6 (8), pp. 58-65. https://doi.org/10.5539/ijbm.v6n8p58
Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2011. "Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications." British Food Journal. 113 (3), pp. 391-403. https://doi.org/10.1108/00070701111116455
The coexistence of manufacturer brands and retailer brands in FMCG product categories
Chimhundu, Ranga. 2010. The coexistence of manufacturer brands and retailer brands in FMCG product categories. PhD Thesis Doctor of Philosophy. University of Otago.
Impact of manufacturer brand innovation on retailer brands
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2010. "Impact of manufacturer brand innovation on retailer brands." International Journal of Business and Management. 5 (9), pp. 10-18.
Manufacturer and retailer brand innovation in grocery packaged goods categories
Chimhundu, Ranga. 2008. "Manufacturer and retailer brand innovation in grocery packaged goods categories." 12th Annual Waikato Management School Student Research Conference. Hamilton, New Zealand 20 Oct 2008 Hamilton, New Zealand.
FMCG brand, supermarket chain and consumer relationships
Chimhundu, Ranga. 2005. "FMCG brand, supermarket chain and consumer relationships." 2005 Otago Marketing Doctoral Colloquium. Dunedin, New Zealand 17 - 18 Oct 2005 Dunedin, New Zealand.
Future of the brand management structure in FMCG: A two-dimensional perspective
Chimhundu, Ranga. 2004. Future of the brand management structure in FMCG: A two-dimensional perspective. Masters Thesis Master of Commerce. University of Otago.
The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects
Chimhundu, Ranga and Hamlin, Robert P.. 2008. The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects. Saarbrucken, Germany. VDM Verlag Dr. Muller.
Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing
Hamlin, Robert P. and Chimhundu, Ranga. 2007. "Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing." Journal of Customer Behavior. 6 (2), pp. 179-194.
Future of the brand management structure in FMCG
Chimhundu, Ranga and Hamlin, Robert P.. 2007. "Future of the brand management structure in FMCG." Journal of Brand Management. 14 (3), pp. 232-239. https://doi.org/10.1057/palgrave.bm.2550064