TY - JOUR
T1 - Private label and manufacturer brand choice in a new competitive reality
T2 - Strategic directions and the future of brands
AU - Cuneo Zuñiga, A.
AU - Milberg, Sandra J.
AU - Alarcon-del-Amo, Maria del Carmen
AU - Lopez-Belbeze, Pilar
N1 - Funding Information:
We would like to thank Kantar Worldpanel (Spain), especially Ms. Raquel Arribas (Director of Institutional Relations), for providing us with access to the panel data. Additionally, we thank professors Ronald C. Goodstein (Georgetown University), Monica Silva (Pontificia Universidad Catolica de Chile), Ana Valenzuela (ESADE Business School) and Leonardo D. Epstein (Universidad de los Andes) for their helpful comments on the manuscript. This research was supported by the Research Center for International Competitiveness UAI , SOC 1105 (Conicyt Chile).
Publisher Copyright:
© 2018 Elsevier Ltd
PY - 2019/2
Y1 - 2019/2
N2 - The significant expansion and transformation of private label brands (PLBs) in many categories and markets worldwide have dramatically modified the competitive reality of the marketplace resulting in a new configuration of the brand landscape. This phenomenon has also contributed to the emergence of divergent brand choice patterns among consumers. By segmenting brand buyers on the basis of their brand choice behavior and psychographics, specifically lifestyles, we uncover four consumer segments purchasing different mixes of brand typologies, namely, top-tier and second-tier manufacturer brands as well as PLBs. Each segment exhibits different motives underlying its brand choice pattern. Identifying these diverse and unique brand choice patterns and the drivers of them has meaningful strategic implications for retail managers on how to incentivize PLB choice and for manufacturer brand managers on how to combat PLB growth. Finally, we discuss how the identification of consumer segments exhibiting distinct brand purchase patterns may have implications for the future of brands and brand management.
AB - The significant expansion and transformation of private label brands (PLBs) in many categories and markets worldwide have dramatically modified the competitive reality of the marketplace resulting in a new configuration of the brand landscape. This phenomenon has also contributed to the emergence of divergent brand choice patterns among consumers. By segmenting brand buyers on the basis of their brand choice behavior and psychographics, specifically lifestyles, we uncover four consumer segments purchasing different mixes of brand typologies, namely, top-tier and second-tier manufacturer brands as well as PLBs. Each segment exhibits different motives underlying its brand choice pattern. Identifying these diverse and unique brand choice patterns and the drivers of them has meaningful strategic implications for retail managers on how to incentivize PLB choice and for manufacturer brand managers on how to combat PLB growth. Finally, we discuss how the identification of consumer segments exhibiting distinct brand purchase patterns may have implications for the future of brands and brand management.
KW - Brand choice
KW - Hybrid consumption
KW - Latent class analysis
KW - Manufacturer brands
KW - Market segmentation
KW - Polarized consumption
KW - Private label brands
UR - http://www.scopus.com/inward/record.url?scp=85061319202&partnerID=8YFLogxK
U2 - 10.1016/j.emj.2018.05.003
DO - 10.1016/j.emj.2018.05.003
M3 - Article
AN - SCOPUS:85061319202
SN - 0263-2373
VL - 37
SP - 117
EP - 128
JO - European Management Journal
JF - European Management Journal
IS - 1
ER -