Marketing mix effects on private labels brand equity

چکیده مقاله

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer’s direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers suchasadvertising,perceivedprice,andmonetarypromotions.Theresultsindicatethatthemostefficient marketing mix tools for private label brand equity creation are private labels in-store communications, private labels distribution intensity and the perceived price. These results highlight the importance of the store as a key driver for the private labels brand equity creation. As opposed to manufacturer brands we findnoeffectofadvertisingontheprivatelabelsbrandequityandanoppositeeffectoftheperceivedprice. This study is a pioneering contribution in the domain of private labels brand equity research exploring a more comprehensive and in-store specific set of marketing mix initiatives as sources of brand equity. The results suggest important implications for retailers when managing their own brands.

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