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- Title
The New World of Private Brands.
- Authors
Stern, Louis W.
- Abstract
The author reports on the emphasis which has been placed by retailers in selling private brand products. Comparisons are made between the way in which retailers sell private brand and name brand products. The way in which private brand products have been used as a way to advertise the store in which they are sold in and to encourage customer loyalty is mentioned. Potential problems which may be faced by retailers who are attempting to compete with retailers who sell private label products are discussed.
- Subjects
BRANDING (Marketing); BRAND name products; MERCHANDISING; RETAIL industry; CONSUMER behavior; RETAIL stores; COMMERCIAL products; CONSUMER goods; CONSUMPTION (Economics); CONSUMERISM
- Publication
California Management Review, 1966, Vol 8, Issue 3, p43
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41165683