Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions
Article
Article Title | Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions |
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ERA Journal ID | 35933 |
Article Category | Article |
Authors | |
Author | Chimhundu, Ranga |
Journal Title | Journal of Brand Management |
Journal Citation | 23 (5), pp. 24-40 |
Number of Pages | 17 |
Year | 2016 |
Publisher | Springer |
Place of Publication | United Kingdom |
ISSN | 1350-231X |
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 |
Keywords | store brands; manufacturer brands; grocery retailing; merchandising; power; FMCG |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Enterprise |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q3w38/marketing-store-brands-and-manufacturer-brands-role-of-referent-and-expert-power-in-merchandising-decisions
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