Marcas del distribuidor: evolución y caracterización del concepto
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1133Palabras clave:
Marcas del distribuidor, marcas propias, marcas blancasResumen
En las últimas décadas es notable el auge que han experimentado las marcas del distribuidor, dejando como consecuencia un cambio sustancial en las preferencias de los consumidores y un cambio en las dinámicas del canal de distribución. Con ello la existencia de las marcas gestionadas por los distribuidores minoristas se pueden considerar como un fenómeno complejo que tiene múltiples y variadas implicaciones para cada uno de los actores involucrados: consumidores, fabricantes y distribuidores. Ante este panorama la presente investigación se centra en dilucidar tres cuestiones básicas: ¿Qué son las marcas del distribuidor?, ¿por qué los distribuidores gestionan sus propias marcas? y ¿cuáles son los factores que pueden incidir en el éxito o fracaso de las mismas?, con el fin de brindar desde una perspectiva general mayor claridad sobre el fenómeno en cuestión.
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Referencias
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Ailawadi, K. L.; Pauwels, K.; Steenkamp, J.B.E.M. (2008). Private-label use and Store loyalty.
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Bonfrer, A.; Chintagunta, P. K. (2004). Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?
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Burt, S. (2000). The strategic role of retail brands in British grocery retailing. european Journal of marketing, 34 (8).
Burt, S. L.; Sparks, L. (2002). Corporate Branding, Retailing, and Retail Internationalization. corporate reputation review, 5 (2/3).
Carpenter, J. M.; Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of fashion marketing and management, 9 (3).
Chernatony, L. de (1989). Marketers’ and Consumers’ Concurring Perceptions of Market Structure. european Journal of marketing, 23 (1).
Chintagunta, P. K.; Bonfrer, A.; Song, I. (2002). Investigating the Effects of Store-Brand Introduction on Retailer Demand and Pricing Behavior. management Science, 48 (10).
Corstjens, M.; Lal, R. (2000). Building Store Loyalty Through Store Brands. Journal of marketing research (Jmr), 37 (3).
Dhar, S. K.; Hoch, S. J. (1997). Why Store Brand Penetration Varies by Retailer. marketing Science, 16 (3).
De Chernatony, L. (2001). A model for strategically building brands. Journal of Brand management, 9 (1).
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 (5).
Esbjerg, L.; Grunert, K. G.; Bech-Larsen, T.; Juhl, H. J.; Brunsø, K. (2005). Manufacturer And Retailer Brands In Food Retail Assortments. Notes from a shopping trip across Europe. maPP Working Paper, No. 85. Aarhus, Dinamarca: University of Aarhus, Aarhus School of Business, The MAPP Centre.
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Gómez Suárez, M. (2009). Espacio ocupado en el lineal por las marcas de distribuidor: estimación mediante redes neuronales vs. regresión múltiple. cuadernos de economía y Dirección de la empresa, 12 (41).
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Keller, K. L.; Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. marketing Science, 25 (6).
Kotler, P. (1988). marketing management: analysis, planning, implementation, and control. Prentice-Hall.
Kumar, N.; Steenkamp, J. E. (2007). Private label Strategy: How to meet the Store Brand challenge (1a. ed., Cambridge: Harvard Business Review Press.
Laaksonen, H.; Reynolds, J. (1994). Own Brands In Food Retailing Across Europe. the Journal of Brand management, 2 (1).
Lien, L.; Barbara, D. G. D.; Marnik, E.M. S., Jan-Benedict (2007). How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe. Journal of marketing: A quarterly publication of the american marketing association, 71 (1).
McColl, J.; Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of fashion marketing and management, 15 (1).
Mieres, C. G.; Martín, A. M. D.; Gutiérrez, J. A. T. (2006). Influence of perceived risk on store brand proneness. international Journal of retail & Distribution management, 34 (10).
Moati, P. ; Mazars, M.; Ranvier, M. (2007). le développement des marques de distributeurs et les stratégies des industriels de l’alimentaire. Paris: Centre de recherche pour l’étude et l’observation des conditions de vie (CREDOC).
Morris, D. (1979). The Strategy of Own Brands. european Journal of marketing, 13 (2).
Ngobo, P.V. (2011). Private label share, branding strategy and store loyalty. Journal of retailing and consumer Services, 18 (4).
Parker, P.; Kim, N. (1997). National brands versus private labels: An empirical study of competition, advertising and collusion.
european management Journal, 15 (3).
Pauwels, K.; Srinivasan, S. (2004). Who Benefits from Store Brand Entry? marketing Science, 23 3).
Peláez, J.; Rodríguez, H. A. (2009). el papel del riesgo percibido en la intención de compra de marcas de distribuidor: una mirada desde el consumidor. 1er. Simposio de Investigación.-
Capítulo Suroccidente de ASCOLFA, Colombia
Pons, J. (2009). Marcas de fabricante y marcas de distribuidor: algunas claves para entender la pugna. mediterráneo económico, (15).
Puelles, A.; Fernández, P.; Albert, R. (1997). Marcas de distribuidor. Especial referencia al precio. Distribución y consumo, 33.
Putsis, W. P. (1997). An empirical study of the effect of brand proliferation on private label - national brand pricing behavior. review of industrial Organization, 12 (3).
Quelch, J. A.; Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business review, 74 (1).
Recio, M.; Román, V. (1999). Posibilidades de gestión estratégica de las marcas de distribuidor. Distribución y consumo, 9 (45).
Richardson, P. S.; Jain, A. K.; Dick, A. (1996). Household store brand proneness: A framework. Journal of retailing, 72 (2).
Rubio, N.; Yagüe, J. (2006). Resultados económicos y relacionales del fabricante con la marca de distribuidor. Distribución y consumo, 16 (88).
Sayman, S.; Raju, J. S. (2004). How category characteristics affect the number of store brands offered by the retailer: a model and empirical analysis. Journal of retailing, 80 (4).
Schutte, T. F. (1969). The Semantics of branding. Journal of marketing, 33 (2).
Sethuraman, R. (1995). A meta-analysis of national brand and store brand cross-promotional price elasticities. marketing letters, 6 (4).
Soto, S. O.; Campos, P. H.; Mobarec, E. M.; Nazel, P. F. (2006). Riesgo percibido y la actitud hacia las marcas privadas. academia. revista latinoamericana de administración (037).
Steenkamp, J.B. E. M.; Dekimpe, M. G. (1997). The increasing power of store brands: Building loyalty and market share. long range Planning, 30 (6).
Steiner, R. (2004). The Nature and Benefits of National Brand/Private Label Competition. review of industrial Organization, 24 (2).
Veloutsou, C.; Gioulistanis, E.; Moutinho, L. (2004). Own labels choice criteria and perceived characteristics. In Greece and Scotland: factors influencing the willingness to buy. Journal of Product & Brand management, 13 (4).
Ailawadi, K. L.; Harlam, B. (2004). An Empirical Analysis of the Determinants of Retail Margins: The Role of Store-Brand Share. Journal of marketing, 68 (1).
Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of retailing, 80 (4).
Ailawadi, K. L.; Neslin, S. A.; Gedenk, K. (2001). Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions.
Journal of marketing, 65 (1).
Ailawadi, K. L.; Pauwels, K.; Steenkamp, J.B.E.M. (2008). Private-label use and Store loyalty.
Recuperado de: http://eresearch.ozyegin. edu.tr/xmlui/handle/10679/57
Batra, R.; Sinha, I. (2000). Consumer-level factors moderating the success of private label brands. Journal of retailing, 76 (2).
Bergès, F.; Bontems, P.; Réquillart, V. (2007). «L’impact économique du développement des marques de distributeurs». iDei Working Paper, No. 455, Toulouse : Institut d’Économie Industrielle (IDEI).
Bonfrer, A.; Chintagunta, P. K. (2004). Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?
review of industrial Organization, 24 (2).
Burt, S. (2000). The strategic role of retail brands in British grocery retailing. european Journal of marketing, 34 (8).
Burt, S. L.; Sparks, L. (2002). Corporate Branding, Retailing, and Retail Internationalization. corporate reputation review, 5 (2/3).
Carpenter, J. M.; Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of fashion marketing and management, 9 (3).
Chernatony, L. de (1989). Marketers’ and Consumers’ Concurring Perceptions of Market Structure. european Journal of marketing, 23 (1).
Chintagunta, P. K.; Bonfrer, A.; Song, I. (2002). Investigating the Effects of Store-Brand Introduction on Retailer Demand and Pricing Behavior. management Science, 48 (10).
Corstjens, M.; Lal, R. (2000). Building Store Loyalty Through Store Brands. Journal of marketing research (Jmr), 37 (3).
Dhar, S. K.; Hoch, S. J. (1997). Why Store Brand Penetration Varies by Retailer. marketing Science, 16 (3).
De Chernatony, L. (2001). A model for strategically building brands. Journal of Brand management, 9 (1).
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 (5).
Esbjerg, L.; Grunert, K. G.; Bech-Larsen, T.; Juhl, H. J.; Brunsø, K. (2005). Manufacturer And Retailer Brands In Food Retail Assortments. Notes from a shopping trip across Europe. maPP Working Paper, No. 85. Aarhus, Dinamarca: University of Aarhus, Aarhus School of Business, The MAPP Centre.
Gabrielsen, T. S.; Sørgard, L. (2007). Private labels, price rivalry, and public policy. european economic review, 51 (2).
Gómez, M.; Rozano, M.; Fernández, A. (2010). Las marcas de distribuidor desde la perspectiva académica: artículos publicados en revistas internacionales y españolas. Distribución y consumo, 20 (109).
Gómez Suárez, M. (2009). Espacio ocupado en el lineal por las marcas de distribuidor: estimación mediante redes neuronales vs. regresión múltiple. cuadernos de economía y Dirección de la empresa, 12 (41).
González-Benito, Ó.; Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of retailing, 88(2). Recuperado de: http://www.sinab.unal.edu.co:2053/science/article/pii/S0022435911000418 el 24 de agosto de 2012.
Gooner, R. A.; Nadler, S. S. (2012). Abstracting empirical generalizations from private label brand research. Journal of marketing theory & Practice, 20 (1).
Grunert, K. G.; Esbjerg, L.; Bech-Larsen, T.; Brunsø, K.; Juhl, H. J. (2006). Consumer preferences for retailer brand architectures: results from a conjoint study. international Journal of retail & Distribution management, 34 (8).
Hoch, S. J.; Banerji, S. (1993). When do private labels succeed? Sloan management review, 34 (4).
Huang, Y.; Huddleston, P. (2009). Retailer premium own-brands: creating customer loyalty through own-brand products advantage. international Journal of retail & Distribution management, 37 (11).
Kapferer, J.N. (1995). Brand confusion: empirical study of a legal concept. Psychology & marketing, 12 (6).
Kapferer, J.N. (2008). the new strategic brand management: creating and sustaining brand equity long term. 4th edition. Kogan Page Publishers.
Keller, K. L.; Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. marketing Science, 25 (6).
Kotler, P. (1988). marketing management: analysis, planning, implementation, and control. Prentice-Hall.
Kumar, N.; Steenkamp, J. E. (2007). Private label Strategy: How to meet the Store Brand challenge (1a. ed., Cambridge: Harvard Business Review Press.
Laaksonen, H.; Reynolds, J. (1994). Own Brands In Food Retailing Across Europe. the Journal of Brand management, 2 (1).
Lien, L.; Barbara, D. G. D.; Marnik, E.M. S., Jan-Benedict (2007). How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe. Journal of marketing: A quarterly publication of the american marketing association, 71 (1).
McColl, J.; Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of fashion marketing and management, 15 (1).
Mieres, C. G.; Martín, A. M. D.; Gutiérrez, J. A. T. (2006). Influence of perceived risk on store brand proneness. international Journal of retail & Distribution management, 34 (10).
Moati, P. ; Mazars, M.; Ranvier, M. (2007). le développement des marques de distributeurs et les stratégies des industriels de l’alimentaire. Paris: Centre de recherche pour l’étude et l’observation des conditions de vie (CREDOC).
Morris, D. (1979). The Strategy of Own Brands. european Journal of marketing, 13 (2).
Ngobo, P.V. (2011). Private label share, branding strategy and store loyalty. Journal of retailing and consumer Services, 18 (4).
Parker, P.; Kim, N. (1997). National brands versus private labels: An empirical study of competition, advertising and collusion.
european management Journal, 15 (3).
Pauwels, K.; Srinivasan, S. (2004). Who Benefits from Store Brand Entry? marketing Science, 23 3).
Peláez, J.; Rodríguez, H. A. (2009). el papel del riesgo percibido en la intención de compra de marcas de distribuidor: una mirada desde el consumidor. 1er. Simposio de Investigación.-
Capítulo Suroccidente de ASCOLFA, Colombia
Pons, J. (2009). Marcas de fabricante y marcas de distribuidor: algunas claves para entender la pugna. mediterráneo económico, (15).
Puelles, A.; Fernández, P.; Albert, R. (1997). Marcas de distribuidor. Especial referencia al precio. Distribución y consumo, 33.
Putsis, W. P. (1997). An empirical study of the effect of brand proliferation on private label - national brand pricing behavior. review of industrial Organization, 12 (3).
Quelch, J. A.; Harding, D. (1996). Brands versus private labels: fighting to win. Harvard Business review, 74 (1).
Recio, M.; Román, V. (1999). Posibilidades de gestión estratégica de las marcas de distribuidor. Distribución y consumo, 9 (45).
Richardson, P. S.; Jain, A. K.; Dick, A. (1996). Household store brand proneness: A framework. Journal of retailing, 72 (2).
Rubio, N.; Yagüe, J. (2006). Resultados económicos y relacionales del fabricante con la marca de distribuidor. Distribución y consumo, 16 (88).
Sayman, S.; Raju, J. S. (2004). How category characteristics affect the number of store brands offered by the retailer: a model and empirical analysis. Journal of retailing, 80 (4).
Schutte, T. F. (1969). The Semantics of branding. Journal of marketing, 33 (2).
Sethuraman, R. (1995). A meta-analysis of national brand and store brand cross-promotional price elasticities. marketing letters, 6 (4).
Soto, S. O.; Campos, P. H.; Mobarec, E. M.; Nazel, P. F. (2006). Riesgo percibido y la actitud hacia las marcas privadas. academia. revista latinoamericana de administración (037).
Steenkamp, J.B. E. M.; Dekimpe, M. G. (1997). The increasing power of store brands: Building loyalty and market share. long range Planning, 30 (6).
Steiner, R. (2004). The Nature and Benefits of National Brand/Private Label Competition. review of industrial Organization, 24 (2).
Veloutsou, C.; Gioulistanis, E.; Moutinho, L. (2004). Own labels choice criteria and perceived characteristics. In Greece and Scotland: factors influencing the willingness to buy. Journal of Product & Brand management, 13 (4).
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Publicado
2017-11-14
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Artículos
Cómo citar
Marcas del distribuidor: evolución y caracterización del concepto. (2017). Criterio Libre, 11(18), 229-248. https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1133
