Increase the visibility of your scientific production by authorizing the export of your publications to HAL!

Private Label Positioning and Product Line

Caprice, Stéphane (2017) Private Label Positioning and Product Line. Frontiers of Economics in China, 12 (3). pp. 480-513.

This is the latest version of this item.

Download (403kB) | Preview
Official URL:


This article examines (i) how retailers position private label products, (ii) why private labels are sold in some product categories but not in others, and why some national brand products may have difficulty in accessing retailers' shelves, (iii) why some private label products are positioned as "premium" brands, and (iv) how consumers' surplus and total welfare are affected by private labels. We find that private label positioning leads to less differentiation in product category, which structurally changes a retailer's product line in return. Consumer welfare and total welfare are lower.

Item Type: Article
Language: English
Date: 2017
Refereed: Yes
Place of Publication: Heidelberg
Uncontrolled Keywords: Private Label, National brand, Product Line
JEL Classification: L13 - Oligopoly and Other Imperfect Markets
L81 - Retail and Wholesale Trade; Warehousing; e-Commerce
Divisions: TSE-R (Toulouse)
Site: UT1
Date Deposited: 15 Jun 2017 07:57
Last Modified: 15 Apr 2020 09:17
OAI Identifier:

Available Versions of this Item

Actions (login required)

View Item View Item


Downloads per month over past year