Correspondence: Natalia Rubio Benito, Departamento de Financiación e Investigación Comercial, Facultad de CC. Económicas y Empresariales, Universidad Autónoma de Madrid, Ctra. de Colmenar Km 14.5. Campus de Cantoblanco, España, Madrid 28049, Spain. Tel.: +34914973567; Fax: +34914978725; E-mail: natalia.rubio@uam.es

¹is Assistant Professor of Marketing Management, Autónoma University of Madrid. Her research interests are brand management, distribution and marketing research. She has published papers in the International Review of Retail, Distribution and Consumer Research, Journal of Marketing Management, Journal of Product and Brand Management and International Journal of Retail and Distribution Management. Her research has also appeared in prestigious Spanish journals such as Revista Española de Investigación de Marketing, Información Comercial Española and Estudios Sobre Consumo. She has presented several papers at the annual conferences of EMAC, EAERCD and EIRASS, among others.

²is Full Professor of Marketing Management, Autónoma University of Madrid. Her research interests are brand management, distribution and product innovation. She has published papers in the Spanish journals listed above and in several international journals such as the International Review of Retail, Distribution and Consumer Research, International Journal of Market Research, Journal of Retailing and Consumer Services, International Journal of Contemporary Hospitality Management and Food Service Technology, among others. She is also author of conference proceedings for the EMAC, EAERCD and EIRASS conferences, among others.

Abstract

The extensive number of manufacturer brands that exist on the market and the restricted number of brands that are successfully marketed on the shelves cause many producers to manufacture store brand as a way to remain in or enter a channel. Many of the producers who have made this decision have achieved considerable market share in the store brands of their product portfolio. This competitive position in a specific asset of the distributor generates dependence on this agent, which will be affected by the product management of the manufacturer regarding the store brand and the retail management of the product and of the shelf space of these brands. This research proposes a structural model from the manufacturer's point of view, in which the following are analysed: (1) the direct relationship between the manufacturer's competitive position in the store brand and its dependence on the retailer and (2) the indirect relationship between both aspects through the product management by manufacturers and their perception of the retail management of the store brand.