小売業におけるPB戦略とストアロイヤルティ

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1 Abstract Recent years, the quality of the private label products is considerably improved, and the penetration in the product category is increasing and it continues evolving to the store brand that it is own brand of the retailer. In this paper, these situations are outlined, and the difference between the private brand and the store brand is clarified. And, it is considered with the research reviewing of the contribution of the strategy of the private label and store brand to building the store loyalty.

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8 (15) Kapferer (2008) p. 66

9 (16) (1? (18) (19) (20) Hock & Banerji (1993) P. 58 Kumar & Steenkamp (2007) p. 6 Boston Consulting Group (2007) p. 3 Quelch & Harding (1996) p. 99 Kumar & Steenkamp (2007); Lamey, Deleersnyder, Dekimpe, and Steenkamp (2007)

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11 (22) (23) Kumar Kumar & Steenkamp & Steenkamp (2007) (2007) p. 51 p (249 )

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16 (26) Corstjens & Lal (2000) (27) Bloemer & Kasper (1995) (28) Kapfarer (2008) p. 73

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19 Ailawadi, K. L., Scott Neslin, and Karen Gedenk [2001] "Pursuing the Value Conscious Consumer: Store Brands Versus National Brand Promotions," Journal of Marketing 65 (January), Ailawadi, K. L., and Bari Harlem [2004] "An Empirical Analysis of the Determinants of Retail Margins: The Role of Store Brand Share" Journal of Marketing 68(1), pp Ailawadi, K. L., and Kevin L. Keller [2004] "Understanding Retail Branding: Conceptual Insights and Research Priorities", Journal of Retailing, 80(4), Ailawadi, K. L., Pauwels, K. and Steenkamp, J. E. M. [2008] "Private-label use and store loyalty", Journal of Marketing, 72(6), pp AMA [1990] American Marketing Association, Marketing Definitions Bloemer, J. M. M., Kasper, H. D. P. [1995] "The complex relationship between consumer satisfaction and brand loyalty" Journal of economic psychology (2), pp Boston Consulting Group [2007] The Relentless Advance of Private Label: Strategies to Compete. Corstjens, M., Lal, R. [2000] "Building store loyalty through store brands", Journal of Marketing Research, 37(3), pp Hansen, Karsten, and Vishal Singh [2008], "Are Store Brand Buyers Store Loyal? An Empirical. Investigation," Management Science, Vol. 54, No. 10, pp Hoch, S. J. and S. Banerji [1993], "When Do Private Labels Succeed?" Sloan Management Review, (Summer), pp Jones, T. O. & E. W. Sasser Jr. [1995] "Why satisfied customers defect", Harvard Business Review, November-December, pp Kapferer, J. N. [2008] The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th, Kogan Page, pp Kumar, N., Jan-benedict E. M. Steenkamp [2007] Private Label Strategy: How to Meet the Store Brand Challenge, Harvard Business School Pr Lamey, L, Barbara Deleersnyder, Marnik G. Dekimpe, and Jan-Benedict E. M. Steenkamp [2007] "How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe." Journal of Marketing 71(1), pp Lincoln, k., L. Thomassen [2008] Turning the Retail Brand Threat into Your Biggest Opportunity, Kogan Page PLMA Quelch, John A. and David Harding [1996] "Brands Versus Private Labels: Fighting to Win," Harvard Business Review, 37 (Winter), Richardson, Paul S., Arun K. Jain and Alan Dick [1996] "Household Store Brand Proneness: A Framework", Journal of Retailing, 72(2), Sudhir, K., Talukdar, D. [2004] "Does store brand patronage improve store patronage?" Review of Industrial Organization, 24 pp Steenkamp, J. E. B. M., I. Geyskens, 0. Koll, K. J. P. Gielens, H. Lewis [2005] "Fighting Private Label: Growth drivers, brand defence strategies and market opportunities" London: Business Insights

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第43巻第2号【論説】製品ブランドから製品・小売ブランドへの発展

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