Les Motivations d'achat et les leviers pour redynamiser l'offre des marques de distributeurs coeurs de gamme

Blaid, Samy (EM Normandie) ; Lacoeuilhe, Jérôme (Université Paris-Est Créteil)

Abstract: Private label’s market share (what is called mid-range, including store-brands and own-brands’ products) is eroding, which raises questions about their performance. Studying literature’s and professionals’ arguments explaining the performance fall of these types of private labels allows to indentify what determines the attitudes towards them and to provide retailers with elements to rethink and revitalize the offer of private-label products.

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Published in: Décisions Marketing: n° 90 (Avril-Juin 2018), p. 75-89

Note de localisation: CNUDST (TUN01)
Code de rangement: SP 8-5

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Articles & Preprints > Articles

 Record created 2019-05-03, last modified 2019-05-07

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