A new Journal of Marketing study explores the complex trade-offs involved when manufacturers of national brands supply private labels to retailers, a practice known as "dual branding."

Read an in-depth recap of this research here: https://www.ama.org/2023/11/07/should-national-brand-manufacturers-enter-the-intensely-competitive-private-label-business/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196575

Reference: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual Branding by National Brand Manufacturers: Drivers and Outcomes,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: dual branding, b2b, private labels, marketing management

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