Document Type
Article
Publication Date
4-2009
Department
School of Business
Abstract
One of the most visible retailing phenomena of the past two decades has been the increase in sales of private labels (PL), or retail brands. Driven by retail consolidation, attractive margins, consumer sophistication, supply chain efficiencies, merchandising strategies, and pricing, PL offer a wider assortment of price and merchandise options for both retailer and consumer. An important part of the overall merchandising mix in the U.S. and Europe for decades, PL have only recently begun to make inroads in other parts of the world. Using the information processing theory, this paper outlines how retailers in three big emerging markets should use the theory in practice to enhance their PL branding strategy.
DOI
https://doi.org/10.19030/iber.v8i4.3123
Volume
8
Issue
4
ISSN
15350754, 21579393
Recommended Citation
Smith, Rachel K. and Bashaw, R. Edward, "Using Information Processing To Build A Private Label Brand In Big Emerging Markets" (2009). Faculty Publications -School of Business. 179.
https://orc.library.atu.edu/faculty_pub_bus/179
Comments
Original citation:
Smith, R. K., & Bashaw, R. E. (2009). Using information processing to build a private label brand in big emerging markets. International Business & Economics Research Journal (IBER), 8(4). https://doi.org/10.19030/iber.v8i4.3123
This article is published under a Creative Commons copyright license, CC-BY 3.0 US.