Chimhundu, Ranga (2005) FMCG brand, supermarket chain and consumer relationships. In: 2005 Otago Marketing Doctoral Colloquium, 17-18 Oct 2005, Dunedin, New Zealand.
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The new FMCG (fast-moving consumer goods) landscape has increasingly been dominated by large retail chain stores that are highly concentrated. In the FMCG equation, the locus of power has shifted from manufacturers to retailers, particularly to large supermarket chains. Accepted views of brands have however tended to put emphasis on the relationship of manufacturer brands with consumers, thereby largely neglecting brand – reseller relationships. This has been identified as a gap in the literature. The research intends to address this gap by adopting a holistic study that encompasses a three-way brand, supermarket chain, and consumer relationship. The objective of the study is theory building.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No evidence of copyright restrictions.|
|Uncontrolled Keywords:||FMCG, manufacturers, retailers, brands, relationships|
|Depositing User:||Dr Rangarirai Chimhundu|
|Date Deposited:||25 Feb 2010 06:10|
|Last Modified:||02 Jul 2013 23:38|
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