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Caprice, Stéphane
(2017)
Private Label Positioning and Product Line.
Frontiers of Economics in China, vol. 12 (n° 3).
pp. 480-513.
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Abstract
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 |
| Subjects: | B- ECONOMIE ET FINANCE |
| Divisions: | TSE-R (Toulouse) |
| Site: | UT1 |
| Date Deposited: | 15 Jun 2017 07:57 |
| Last Modified: | 29 Jun 2021 09:54 |
| OAI Identifier: | oai:tse-fr.eu:31778 |
| URI: | https://publications.ut-capitole.fr/id/eprint/24156 |
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Private Label Positioning and Product Line. (deposited 01 Jun 2017 08:04)
- Private Label Positioning and Product Line. (deposited 15 Jun 2017 07:57) [Currently Displayed]
