Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Effects of private-label supplier disclosure on the retailer

Published: May 27, 2020


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


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


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.