000			02185naa a2200241uu 4500
001			1081910432837
003			OSt
005			20190211175504.0
008			110819s2010 xx ||||gr |0|| 0 eng d
100	1		_aCHEN, Shih-Fen S. _945324
245	1	0	_aTransaction cost implication of private branding and empirical evidence
260			_aU.S.A : _bWiley-Blackwell, _capr. 2010
520	3		_aBranding 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	_aAdministração de Empresas _912759
650		4	_aCusto Benefício _912964
650		4	_aMarketing _912212
650		4	_aGestão de Marcas _915754
650		4	_aTécnica Administrativa _912835
773	0	8	_tStrategic Management Journal _g31, 4, p. 371-389 _dU.S.A : Wiley-Blackwell, apr. 2010 _xISSN 01432095 _w
942			_cS
998			_a20110819 _b1043^b _cFernanda
998			_a20140327 _b1030^b _cDaiane
999			_aConvertido do Formato PHL _bPHL2MARC21 1.1 _c40196 _d40196
041			_aeng