An empirical analysis of the competition between national brands and private labels across online and offline channels

• Autores: Marta Arce Urriza, José Javier Cebollada Calvo
• Localización: XXII Congreso Nacional de Marketing: Oviedo, del 22 al 24 septiembre de 2010 / Asociación Española de Marketing (aut.), 2010, ISBN 978-84-7356-711-4, pág. 174
• Idioma: inglés
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• Resumen

  • This paper analyses competition between private labels and national brands across the online channel and the offline channel. We measure the competitive strengths of the brands by means of three dimensions: market share, conquesting power and intrinsic loyalty (Colombo and Morrison’s, 1989).

    We estimate these measures of the brands in 36 product categories across online and offline channels of a grocery retailer. The key results indicate that both the private label and national brands increase their intrinsic loyalty online, but only the private label increases its conquesting power and market share online. These findings indicate a general improvement of the private label’s competitive position online, overall in terms of conquesting power, what may increase retailers’ negotiating leverage at this channel.