PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2015 | 1 | nr 1 | 33--51
Tytuł artykułu

(Not) using private labels - the dilemma of independent aftermarket companies in Poland

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
In the present study, we discuss the role of private label (PL) in the context of the development of the independent automotive market (IAM) in Poland. We also seek to define a structural model for PLs, with regard to the IAM market in Poland. The article presents the results of the analysis of the literature on the subject as well as of interactive pilot research conducted among 80% of the IAM market in Poland. The research was conducted on 28 November 2013, during the 8th conference organised by the Association of Automotive Parts Distributors and Producers in Warsaw. In Poland, private labels are used most of all by trading companies. Independent aftermarket companies represent the sector of production and distribution. This difference is the result of decisions concerning the implementation of private labels in the automotive industry. Although the notion of private labels is known in the automotive industry there are barriers to introducing them nationally. The article presents the challenges and limitations of developing PL among Polish IAM entrepreneurs and proposes a PL strategy model. The overview and research results will allow IAM decision-makers to analyse the possibilities and threats that implementing private labels into their structures carries. As far as we know, the analysis and research presented here are among the first empirical explorations aimed at filling the IAM knowledge gap. Moreover, there is no comparative international research in this field, suggesting the need for further in-depth research. The analysis and research material makes the paper an original contribution to the development in this field.(original abstract)
Rocznik
Tom
1
Numer
Strony
33--51
Opis fizyczny
Twórcy
  • Opole University of Technology, Poland
  • Association of Automotive Parts Distributors and Producers in Warsaw, Poland
Bibliografia
  • Ailawadi K.L., 2001. The Retail Power-Performance Conundrum: What Have We Learned, Journal of Retailing 77, 299-318.
  • Ailawadi K.L., Harlam B.A., 2002. The Effect of Store Brand Share On Retail Margins: An Empirical Analysis, Working Paper Series No 02-109, Marketing Science Institute, CamBridge, Ma.
  • Ailawadi K.L., Keller K., 2004. Understanding Retail Branding: Conceptual Insights And Research Priorities, Journal of Retailing 80 (4), 331-342.
  • Amrouche N., Zaccour G., 2007. Shelf-Space Allocation of National And Private Brands, European Journal of Operational Research 180 (2), 648-663.
  • Arce-Urriza M., Cebollada J., 2012. Private Labels And National Brands Across Online and Offline Channels, Management Decision 50 (10), 1772-1789.
  • Ashley S.R., 1998. How To Effectively Compete Against Private-Label Brands, Journal of AdvertisIng Research 38 (1), 75-82.
  • Baltas G., Doyle P., Dyson P., 1997a. A Model Of Consumer Choice For National Vs Private Label Brands, Journal of The Operational Research Society 48 (10), 988-995.
  • Baltas G., 1997b. Determinants of Store Brand Choice: A Behavioral Analysis, Journal of ProdUct And Brand Management 6 (5), 315-324.
  • Baruk I.A., Hys K., Dzidowski A., 2012. Marketing Dla Inīynierów (Marketing For Engi- Neers), Pwe, Warszawa.
  • Batra R., Sinha I., 2000. Consumer-Level Factors Moderating The Success of Private Label Brands,Journal of Retailing 76 (2), 175-191.
  • Bellizzi J., Krueckeberg H., Hamilton J., Martin W., 1981. Consumer Perceptions of National, Private, And Generic Brands, Journal of Retailing 57 (4), 56-70.
  • Bergès-Sennou F., 2006. Store Loyalty, Bargaining Power And The Private Label Production Issue, European Review Of Agricultural Economics 33 (3), 315-335.
  • Broyles S.A., 2009. Loyalty's Influence on Satisfaction In Cross-Cultural Settings, Journal Of Product And Brand Management 18 (6), 414-424.
  • Burger P., Schott B., 1972. Can Private Brand Buyers Be Identified?, Journal of Marketing Research 9 (2), 219-222.
  • Burton S., Lichtenstein D.R., Netemeyer R.G., Garretson J.A., 1998. A Scale For Measuring Attitude Toward Private Label Products And An Examination of Its Psychological And Behavioral Correlates, Journal of the Academy of Marketing Science 26 (4), 293-306.
  • Chétochine G., 1992. Marketing Strategique De La Distribution, Liaisons, Paris.
  • Choi S.C., Coughlan A.T., 2006. Private Label Positioning: Quality Versus Feature Differentiation From The National Brand, Journal Of Retailing, 82 (2), 79-93.
  • Choi S., Fredj K., 2013. Price Competition And Store Competition: Store Brands Vs. National Brand, European Journal of Operational Research 225 (1), 166-178.
  • Corstjens M., Lal R., 2000. Building Store Loyalty Through Store Brands, Journal of Marketing Research 37, 281-291.
  • Cudmore B.A., 2000. The Effect Of Store Image, Package and Price Similarity on Consumer erceptions Of Store Brand Quality, Doctoral Dissertation, University of South Carolina.
  • Delvecchio D., 2001. Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics And Consumer Use of Heuristics, Journal of Retailing And Consumer Services 8 (75), 239-249.
  • Dhar S.K., Hoch S.J., 1997. Why Store Brand Penetration Varies By Retailer, Marketing Science 16 (3), 208-227.
  • Dick A.S., Jain A.K., Richardson P., 1996. How Consumers Evaluate Store Brands, Journal Of Product And Brand Management 5 (2), 19-28.
  • Dunne D., Narasimhan C., 1999. The New Appeal of Private Labels, Harvard Business Review, 77, 41-52.
  • Dunn M.G., Murphy P.E., Skelly G.U., 1986. The Influence of Perceived Risk On Brand reference For Supermarket Products, Journal of Retailing 62 (2), 204-216.
  • Fitzell P., 1992. Private Label Marketing In The 1990s. The Evolution of Price Labels Into Global Brands, Global Book Productions, New York.
  • François P., Maclachlan D.L., 1995. Ecological Validation Of Alternative Customer-Based Brand Strength Measures, International Journal of Research In Marketing 12, 321-332.
  • Gabor A., Granger C.W.J., 1979. Price Sensitivity of The Consumer, Management Decision 17 (8), 569-575.
  • Garretson J.A., Fisher D., Burton S., 2002. Antecedents of Private Label Attitude And National Brand Promotion Attitude: Similarities And Differences, Journal of Retailing 78, 91-99.
  • Goldsmith R.E., Flynn L.R., Goldsmith E., Stacey E.C., 2010. Consumer Attitudes and Loyalty Towards Private Brands, International Journal Of Consumer Studies 34 (3), 339-348.
  • Grewal D., Baker J., Krishnan R., Borin N., 1998. The Effect of Store Name, Brand Name And Price Discounts On Consumers' Evaluations And Purchase Intentions, Journal of Retail- Ing 74 (23), 331-352.
  • Grönroos C., 1999. Internationalization Strategies For Services, Journal of Services Marketing 13 (4/5), 290-297.
  • Hoch S.J., Banerji S., 1993. When Do Private Labels Succeed?, Sloan Management Review, 55-67.
  • Hys K., 2014a. Dziaáania Promocyjne Producentów I Dealerów Pojazdów Samochodowych W Polsce (Promotional Activities of Manufacturers And Dealers Of Motor Vehicles In Poland), Marketing i Rynek (Marketing And Market) 6, 34-41.
  • Hys K., 2014b. Inter Mundus. Blueprinting jako obraz relacji klient-sprzedawca (Inter Mundus. (Blueprinting As A Picture Of Consumer-Dealer/Seller Relations), Organizacja i Kierowanie (Organisation And Management) 4 (164), 157-169.
  • Hys K., 2015. Zjawisko Koncentracji I Delokalizacji W Branīży Motoryzacyjnej (The Phenomenon of Concentration And Delocalisation In The Motor Industry), Handel Wewnċtrzny (Internal Trade) 5.
  • Jacoby J., Kaplan L.B., 1972. The Components of Perceived Risk, Proceedings, Third Annual Conference, College Park, In Venkatesan, M. (Ed.), Md: Association For Consumer Research, 382-39
  • Jacoby J., Kyner D.B., 1973. Brand Loyalty Vs. Repeat Purchasing Behavior, Journal of Market- Ing Research 10, 1-9.
  • Kalyanam K., Putler D.S., 1997. Incorporating Demographic Variables In Brand Choice Models: An Indivisible Alternatives Framework, Marketing Science 16 (2), 166-181.
  • Keller K.L., 1993. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing 57, 1-22.
  • Kotler P., 2000. Marketing Management, Millenium Edition, Custom Edition For University of Phoenix, Prentice-Hall, Phoenix.
  • Kumar N., Steenkamp J.B., 2007. Private Label Strategy: How To Meet The Store Brand Challenge, Harvard Business School Press, Boston, Ma.
  • Levitt T., 1980. Marketing Success Through Differentiation of Anything, Harvard Business Review 58 (1), 83-91.
  • Lichtenstein D.R., Ridgway N.M., Netemeyer R.G., 1993. Price Perceptions And Consumer Shopping Behavior: A Field Study, Journal of Marketing Research 30, 234-245.
  • Lovelock C.H., 1999. Developing Marketing Strategies For Transnational Service Operations, Journal of Services Marketing 13 (4/5), 278-295.
  • Manzur E., Olavarrieta S., Hidalgo P., Farías P., Uribe R., 2011. Store Brand And National Brand Promotion Attitudes Antecedents, Journal of Business Research 64 (3), 286-291.
  • Nandan S., Dickinson R., 1994. Private Brands: Major Brand Perspective, Journal of Consumer Marketing 11 (4), 18-28.
  • Narasimhan C., Wilcox R.T., 1998. Private Labels And The Channel Relationship: A Cross-Category Analysis, Journal of Business 71 (4), 573-600.
  • Ngobo P.V., 2011. Private Label Share, Branding Strategy and Store Loyalty, Journal of Retailing And Consumer Services 18 (4), 259-270.
  • Omar O. 1994. Comparative Product Testing For Own-Label Marketing, International Journal of Retail and Distribution Management, 22 (2), 12-17.
  • Quelch J.A., Harding D., 1996. Brands Versus Private Labels: Fighting To Win, Harvard Business Review 74, 99-110.
  • Pettijohn L.S., Melott D.W., Pettijohn C.E., 1990. The Relationship Between Retailer Image And Brand Image, Psychology And Marketing 9 (4), 311-327.
  • Plma 2014a. International Private Label Yearbook: A Statistical Guide To Market Share Trends. Private Label Manufacturers Association And Ac Nielsen 2002, Available At: Http://Plma. Com/Storebrands/Facts14a.Html And Http://Www.Acnielsen.Com [Accessed: 19.06.2014].
  • Plma 2014b. Private Label Today. Shoppers Across Europe Are Buying More Private Label, Available At: Http://Www.Plmainternational.Com/Industry-News/Private-Label-Today [Accessed: 16.06.2014].
  • Poland 2011. Report on the State of The Economy, Development of The Ministry of Economy And The Department Analyses And Forecasting, Warsaw, 150.
  • Putsis W.P. Jr, 1997. An Empirical Study of The Effect Of Brand Proliferation On Private Label National Brand Pricing Behavior, Review Of Industrial Organization 12 (3), 355-371.
  • Putsis Jr. W.P., Dhar R. 1998. The Many Faces of Competition, Marketing Letters 9, 3, 269-284.
  • Raju J.S., Sethuraman R., Dhar S.K., 1995. The Introduction And Performance Of Store Brands, Management Science 41 (6), 957-978.
  • Richardson P., Jain A.K., Dick A.S., 1994. Extrinsic and Intrinsic cue Effects On Perceptions of Store Brand Quality, Journal of Marketing 58, 28-36.
  • Richardson P.S., Jain A., Dick A., 1996. Household Store Brand Proneness: A Framework, Journal of Retailing 72 (2),159-185.
  • Rodoula Tsiotsou, 2012. Developing A Scale For Measuring The Personality Of Sport Teams, Journal of Services Marketing 26 (4), 238-252.
  • Roselius T., 1971. Consumer Rankings Of Risk Reduction Methods, Journal Of Marketing 35, 56-61.
  • Salma K., Guiomar, M.H., 2009. A Dynamic Model For Advertising And Pricing CompetitionBetween National And Store Brands, European Journal of Operational Research 193 (2), 451-467.
  • Sayman S., Hoch S.J., Raju J.S., 2002. Positioning of Store Brands, Marketing Science 21 (4), 378-397.
  • Scott-Morton F., Zettelmeyer F., 2000. The Strategic Positioning Of Store Brands In Retailer-Manufacturer Bargaining, Working Paper 7712, Nber, Available At: Http://Papers. Nber.Org/Papers/W7712 [Accessed: 12.03.2014].
  • SDCM 2012. Report: The Automotive Industry In Poland. The Report 2012. Production, Trade and Services.
  • Semeijn J., Riel A.C.R. Van, Ambrosini A.B., 2004. Consumer Evaluations Of Store Brands: Effects Of Store Image And Product Attributes, Journal of Retailing And Consumer Services 11 (4), 247-258.
  • Sethuraman R., Cole C., 1999. Factors Influencing The Price Premiums That Consumers Pay for National Brands Over Store Brands, Journal of Product and Brand Management 8 (4),340-352.
  • Soberman D., Parker P.M., 2004. Private Labels: Psychological Versioning Of Typical Consumer Products, International Journal of Industrial Organization 22 (6), 849-861.
  • Steenkamp J.B., Dekimpe M.G., 1997. The Increasing Power Of Store Brands: Building Loyalty And Market Share, Long Range Planning 30 (6), 917-930.
  • Steiner R.L., 1985. The Nature Of Vertical Restraints, The Antitrust Bulletin 30, 143-197.
  • Thompson S., 1999. The New Private Enterprise, Brandweek 40 (18), 36-40.
  • Veloutsou C., Daskou S., Daskou A., 2004, Are The Determinants Of Bank Loyalty Brand Specific?, Journal of Financial Services Marketing 9 (2), 113-125.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171444614

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.