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Relationships of retail brand manufacturers with retailers

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Previous researchers have discussed the convenience of manufacturing retail brands. However, they have seldom developed any empirical work. In this article we present an analysis framework to study the impact of the production of retail brands on the manufacturer's relationship with the retailer, depending on the manufacturer's competitive position in the brands they produce. The model presented is empirically tested through a covariance structure model. In order to do this, we use the data from a postal survey aimed at business units manufacturing retail brands in the Spanish market for mass commodity products.
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Keywords: Retail brand; competitive position; relationship results

Document Type: Research Article

Affiliations: Universidad Autónoma de Madrid, Spain

Publication date: 2006-05-01

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