دانلود مقاله ISI انگلیسی شماره 44929
عنوان فارسی مقاله

وابستگی تولیدکننده به خرده فروش: چشم انداز برندینگ خصوصی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44929 2015 10 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Manufacturer's retailer dependence: A private branding perspective
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 49, August 2015, Pages 95–104

کلمات کلیدی
ویژگی های محصولات و بازار - عملکرد شرکت - تئوری وابستگی به منابع - معامله هزینه اقتصاد
پیش نمایش مقاله
پیش نمایش مقاله وابستگی تولیدکننده به خرده فروش: چشم انداز برندینگ خصوصی

چکیده انگلیسی

With the recent increase in the power of major retailers through consolidations, the world of brands has divided in two categories: national brands belonging to manufacturers and private brands belonging to retailers. While national brands are well studied in the literature, there is a dearth of studies on private brand phenomenon particularly from a manufacturer's point of view as opposed to that of retailers and consumers. To address this gap, we explore the antecedents and consequences of a manufacturer's private brand retailer dependence with a focus on the manufacturer's relationship with retailers. Drawing on the Resource Dependence Theory and Transaction Cost Economics, we examine various products and market characteristics as potential antecedents of a manufacturer's private brand retailer dependence while adopting private brand sales growth and returns from private brand production as outcomes using a sample of 153 South Korean manufacturers currently involved in private brand production. The results show that the private brand retailer dependence of a manufacturer leads to private brand sales growth directly and returns from private brand production indirectly through private brand sales growth, and has a negative effect on return from private brand production directly. Furthermore, product characteristics, such as product innovativeness through collaboration with retailers and search goods, and market characteristics, such as high retailer power and knowledge specificity of a retailer, increase a manufacturer's private brand retailer dependence and, therefore, private brand sales growth. The theoretical and managerial implications of the findings are discussed at the end.

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.