Marketing Science · 2024 · 43 citations · 48 references
BusinessMarketingMarketing ManagementAdvertisingPlatform StrategyPrivate Label ManagementAdvertising PsychologyDigital AdvertisingPrivate Label BuyingPrivate Label MarketingPrivate Label PricingPrivate Label StrategyOnline Advertising MarketsPrivate Label AdvertisingPrivate Label Consumer BehaviorPrivate Label Consumer Purchase IntentionPrivate Label ConsumptionPrivate Label Promotion EffectsPrivate Label PurchasingPrivate Label Search Behavior
We study when and why a platform may seek to give preference to its private label in sponsored advertising.
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