Advertisement

Theory and Practice about Risk in the Incorrect Management Associations Between Store Image and Private Label Products in Spanish Supermarkets

  • Agueda Esteban Talaya
  • Pedro Reinares Lara
  • Mercedes Rozano Suplet
Part of the Applied Optimization book series (APOP, volume 19)

Abstract

The design of specific brand images marked the beginning of a new means of obtaining consumer loyalty. Apart from their economic implications, the private labels have been a decisive element in the creation of differentiating retailers’ images. In spite of the potential benefits of coordinating the management of these two elements, Spanish private labels are handled contradictory to the most modern marketing theories. Empirical research of supermarket shoppers shows their perception of these and the results of different attempts to achieve synergy between the store brand and the line of dealer’s products offered with them.

Keywords

Loyalty Store image Private label Supermarkets House brand Customer retention Consumer perception Brand positioning strategy Brands image Product’s image. 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Aaker, D.A(1996), Construir marcas poderosas, Ed Gestion 2000, Barcelona.Google Scholar
  2. AC. Nielsen Company (1994b), Anuario de la evolutión Nielsen, AC. Nielsen Company, MadridGoogle Scholar
  3. AC. Nielsen Company (1995a), Banco de Datos C. Regulador D. Origen Califlcada Rioja, AC. Nielsen Company, MadridGoogle Scholar
  4. Associaçao de Fabricants de Marca Propia (1995), ‘Urna realidde instalada na Europa’, Distribuiçao 146,16–18.Google Scholar
  5. Bello, Land Gomez, A (1996), “Las denominaciones de origen y de los productos agroalimentarios. Una propuesta metodoliógica”, Cuadernos Aragoneses de Economia 6/2., 365–387.Google Scholar
  6. Biel, A (1995), “?Se acerca el final de las marcas?” IPMARK 446,35–40.Google Scholar
  7. Bozell N(1994), “Les marques distributeurs ne sont pas invencibks!”, Points de vente 554,20–21.Google Scholar
  8. Breton, P. (1995), “De la marque du distributeur à la marque du client”, L.S.A 1446,36–37.Google Scholar
  9. Chain, C. (1993), Distribution: La Révolution Marketing ou L’Odyssée de L’Enseigne, Editions Liaisons, Paris.Google Scholar
  10. Deumier, F. (1997), “Les distributeurs relancent leurs marques”, Points de Vente 686,10–14.Google Scholar
  11. Dimitriadis, S. (1994), Le Management de la Marque, Les Editions D’organisation, Paris.Google Scholar
  12. Ducroq, C. (1993), “Marques de distribution: de l’économique au marketing”, Revue Francaise deMarketing 141/1,61–65.Google Scholar
  13. Epelde, J.M. (1995), Vinos Eroski, Documente interno de Eroski, Eroski, Elorrio (Vizcaya).Google Scholar
  14. Fernández, R. and Reinares, P. (1998), “Aspectos teoricós y estratégicos en la gestion de las marcas de distribuidor”, Enero, 30–39.Google Scholar
  15. Glemet, F. and Mir, R. (1993): El dilema delfabricante de marcas lideres, McKinsey & Co., MadridGoogle Scholar
  16. Hernández, M., Munuera, J.L and Ruiz de Maya, S. (1995), “La estrategia de diferenciaciión en el comercio minorista”., ICE 739, March, 27–45.Google Scholar
  17. Hoch, S. J., and Banerji, S. (1993), “When do private labels succeed?”, Sloan Management Review, Summer,1, 57–67.Google Scholar
  18. Instituto Foumier (1995), “Marques de distributeurs: la Fin du me too?”, L.S.A. 1446,32–35.Google Scholar
  19. Kinnear, T.C. and Taylor, J.R. (1994), Marketing Research. An Applied Approach, Mc Graw-Hill. 234–235.Google Scholar
  20. Malhotra, N.K. (1993), Marketing Research an Applied Orientation, Prentice Hall, New Jersey, 159,298.Google Scholar
  21. Nueno, J.L. (1995), “Determination de la viabilidad de una marca privada”, Actas del I seminario AEDEMO sobre distribuciión, Madrid, March, 115–134.Google Scholar
  22. Nueno, J.L. and Ros, P.(1997), “La retenciión de clientes en la distribuciión”, Harvard-Deusto 10,254–259.Google Scholar
  23. Parker, P. and Kim, N. (1997), “National brands versus private labels: An empirical study of competition, advertising and collusion”, European Management Journal 15, June, 220–234.CrossRefGoogle Scholar
  24. Puxley, S. (1997), “Ciómo crear una marca propia. El caso Safeway”, Marketing y Ventas 111, February, 16–20.Google Scholar
  25. Reinares, P. (1997), “Marcas propias en vino de calidad”, Distribuciión Actualidad 245,24–26.Google Scholar
  26. Segal-Horn, S. and McGree, J. (1989), “Strategies to cope with retailer buying power”, in: Retail and Marketing Channels, Pellegrini, L. and Reddy, S.K. (eds.), Routledge, London, 24–48.Google Scholar
  27. Super Aral Lineal (1994), “Cambio de estrategia en la distribuciión”, Super Aral Lineal 1.190, 28 february–6 march, 22.Google Scholar

Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Agueda Esteban Talaya
    • 1
  • Pedro Reinares Lara
    • 2
  • Mercedes Rozano Suplet
    • 2
  1. 1.Complutense University of MadridSpain
  2. 2.European University of MadridSpain

Personalised recommendations