Effects of private-label supplier disclosure on the retailer
(A2020-63980)

AUTHORS

Samanta Pérez-Santamaría, University of Salamanca; Mercedes Martos-Partal, University of Salamanca

KEYWORDS

retailer image; retailer relative price perception; private-label suppliers

ABSTRACT

The disclosure of dual manufacturing agreements, manufacturers that produce their own national brands (NB) and private labels (PL), on PL packaging can exert effects on the image and the relative price perception of the retailer. An experiment reveals moderating effects on the image and the relative price perception of the retailer, depending on the image of the NB and the retailer. The disclosure of a NB as a supplier of a PL for a low-image retailer makes consumers perceive the retailer with a higher image. Moreover, if the NB has a high image, the retailer will be perceived as more expensive.