Transaction cost implication of private branding and empirical evidence (Record no. 40196)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02185naa a2200241uu 4500 |
| 001 - CONTROL NUMBER | |
| control field | 1081910432837 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190211175504.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 110819s2010 xx ||||gr |0|| 0 eng d |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) | |
| Koha Dewey Subclass [OBSOLETE] | PHL2MARC21 1.1 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | CHEN, Shih-Fen S. |
| 9 (RLIN) | 45324 |
| 245 10 - TITLE STATEMENT | |
| Title | Transaction cost implication of private branding and empirical evidence |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | U.S.A : |
| Name of publisher, distributor, etc. | Wiley-Blackwell, |
| Date of publication, distribution, etc. | apr. 2010 |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | Branding and transaction cost economics represent two research streams that rarely cross paths in the literature. In this study, I explore the transaction cost implication of private branding, a practice whereby products supplied by unaffiliated manufacturers are sold under private brands owned by retailers. The main thesis is that private branding can preempt a special case of asset specificity called brand specificity, where retailers also invest in the marketing of an outsourced product, but subsequent reputation effects (positive or negative) are specific to the manufacturer who brands the product. Retailers, thus, will not be fully motivated to optimize their investment in product marketing unless they take over the branding right. With potential barriers to private branding being controlled, data obtained from a national chain reveal that the retailer deploys its marketing resources according to the branding status of a product, implying that private branding can deflect the transaction cost of solving the brand specificity problem. The results offer new theoretical insights into branding and transaction cost analysis. This efficiency-based approach to private branding also provides practitioners with useful guidelines for crafting a branding strategy that will facilitate cooperation between manufacturers and retailers. Copyright © 2009 John Wiley & Sons, Ltd. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Administração de Empresas |
| 9 (RLIN) | 12759 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Custo Benefício |
| 9 (RLIN) | 12964 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| 9 (RLIN) | 12212 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Gestão de Marcas |
| 9 (RLIN) | 15754 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Técnica Administrativa |
| 9 (RLIN) | 12835 |
| 773 08 - HOST ITEM ENTRY | |
| Title | Strategic Management Journal |
| Related parts | 31, 4, p. 371-389 |
| Place, publisher, and date of publication | U.S.A : Wiley-Blackwell, apr. 2010 |
| International Standard Serial Number | ISSN 01432095 |
| Record control number | |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Periódico |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20110819 |
| Operator's initials, OID (RLIN) | 1043^b |
| Cataloger's initials, CIN (RLIN) | Fernanda |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20140327 |
| Operator's initials, OID (RLIN) | 1030^b |
| Cataloger's initials, CIN (RLIN) | Daiane |
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