Is it worth copying the leader? The impact of copycat packaging strategies on private label's adoption

Pedro Verga Matos, Rita Coelho do Vale

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Private Labels have been gaining increasing importance throughout the world (Kumar and Steenkamp 2007) with store brands being present on almost every product category (Geyskens, Gielens, and Gijsbrechts, 2010). Private labels (PL) are estimated to account for one of every five items sold every day in USA (Ailawadi, Pauwels, and Steenkamp, 2008), representing about 20% of the average purchases made worldwide (Lamey et al., 2007). Moreover, nowadays we are assisting to a proliferation of segmentation strategies at the level of private labels (Kumar and Steenkamp, 2007), indicating that retailers are not just competing on price, but instead are trying to conquer a significant market share traditionally owned by manufacturers. From an initial focus on price, private labels have moved to a quality positioning, and more recently, to a status orientation positioning, extracting benefits from the retailers’ own-brand image (Steenkamp, Heerde, and Geyskens, 2009).
Original languageEnglish
Title of host publicationMarketing Dynamism & Sustainability-Things Change, Things Stay the Same...
EditorsL. Robinson
PublisherAcademy of Marketing Science
Pages137-137
Number of pages1
ISBN (Print)9783319109114
DOIs
Publication statusPublished - 2015
EventMarketing Dynamism & Sustainability: Things Change, Things Stay the Same... - New Orleans, United States
Duration: 15 May 201220 May 2012

Publication series

NameDevelopments in Marketing Science
ISSN (Print)2363-6173

Conference

ConferenceMarketing Dynamism & Sustainability: Things Change, Things Stay the Same...
Country/TerritoryUnited States
CityNew Orleans
Period15/05/1220/05/12

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