TUWHERA Open Research
AUT University
View Item 
  •   Open Research
  • Faculties
  • Faculty of Business, Economics and Law
  • AUT Business School
  • View Item
  •   Open Research
  • Faculties
  • Faculty of Business, Economics and Law
  • AUT Business School
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Integrating brand, retailer and end-customer perspectives

Glynn, M. S.
Thumbnail
View/Open
Integrating_brand.pdf (125.4Kb)
Permanent link
http://hdl.handle.net/10292/1210
Metadata
Show full metadata
Abstract
With increased retailer concentration, competition and the emphasis on private labels, it is easy to assume that manufacturers' brands are less important to retailers. Retailers manage their stores as brands and control the brand offering inside the store, coordinating the manufacturer's brand with the private label. However, manufacturers' brands are still important in determining retailer profitability and store image. This research paper seeks to clarify the value of manufacturers' brands to retailers within marketing channel relationships.
Keywords
Channel relationships; Manufacturers' brands; Retailers
Date
2009
Item Type
Journal Article
Publisher
SAGE
DOI
10.1177/1470593108100070
Rights Statement
The final, definitive version of this paper has been published by SAGE Publications Ltd. All rights reserved. © 2009. See above for full citation and link to the publisher's version.

Contact Us
  • Admin

Hosted by Tuwhera, an initiative of the Auckland University of Technology Library

 

 

Browse

Open ResearchTitlesAuthorsDateAUT Business SchoolTitlesAuthorsDate

Alternative metrics

 

Statistics

For this itemFor all Open Research

Share

 
Follow @AUT_SC

Contact Us
  • Admin

Hosted by Tuwhera, an initiative of the Auckland University of Technology Library