TY  - JOUR
CY  - Heidelberg
ID  - publications24156
UR  - http://tse-fr.eu/pub/31778
IS  - n° 3
A1  - Caprice, Stéphane
N2  - 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.
VL  - vol. 12
TI  - Private Label Positioning and Product Line
AV  - public
EP  - 513
Y1  - 2017///
PB  - Spinger Verlag
JF  - Frontiers of Economics in China
KW  - Private Label
KW  - National brand
KW  - Product Line
SN  - 1673-3568
SP  - 480
ER  -