Integrating brand, retailer and end-customer perspectives

dc.contributor.author	Glynn, M. S.
dc.date.accessioned	2011-05-12T22:23:33Z
dc.date.available	2011-05-12T22:23:33Z
dc.date.copyright	2009
dc.date.created	2009
dc.date.issued	2009
dc.description.abstract	With increased retailer concentration, competition and the emphasis on private labels, it is easy to assume that manufacturers' brands are less important to retailers. Retailers manage their stores as brands and control the brand offering inside the store, coordinating the manufacturer's brand with the private label. However, manufacturers' brands are still important in determining retailer profitability and store image. This research paper seeks to clarify the value of manufacturers' brands to retailers within marketing channel relationships.
dc.identifier.doi	10.1177/1470593108100070
dc.identifier.uri	https://hdl.handle.net/10292/1210
dc.publisher	SAGE
dc.rights	The final, definitive version of this paper has been published by SAGE Publications Ltd. All rights reserved. © 2009. See above for full citation and link to the publisher's version.
dc.rights.accessrights	OpenAccess
dc.source	Marketing Theory, 9, 1, 137-140
dc.subject	Channel relationships
dc.subject	Manufacturers' brands
dc.subject	Retailers
dc.title	Integrating brand, retailer and end-customer perspectives
dc.type	Journal Article

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