How are e-retailer brands related to the manufacturer brands they offer?

Richard Huaman-Ramirez and Jean-François Toti

The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer.

Introduction

Technology development and particularly internet usage both have influenced consumer behaviors and the retail industry (Vazquez, 2020). New retailers are therefore appearing in the e-commerce market as they are heavily investing in new technologies to offer great online consumption experiences (Blázquez, 2014) and to enhance consumer welfare (Kshetri, Bebenroth, Williamson, & Sharma, 2014). It has reinforced the increasing number of pure-play retailer, that is, businesses that only do business transactions via the internet with no physical retail shop (Pei, Paswan, & Yan, 2014), such as Amazon.com, Vente-privée.com, or Birchbox.com. In this study, we focus on...

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