MARCAS PRÓPRIAS E VAREJO: UM ESTUDO BIBLIOMÉTRICO ACERCA DE ESTUDOS EMPÍRICOS

• DOI: 10.22533/at.ed.75619130312

• Palavras-chave: Bibliometria; Varejo; Marca Própria; Marketing.

• Keywords: Bibliometry, Retail, Private Label, Marketing.

• Abstract:

  This work aims at identifying

  the characteristics of empirical papers on the

  issues of private labels and retail, published in

  national (Brazil) and international journals. The

  present research is a qualitative descriptive

  study, which applies a bibliometric analysis,

  focusing on the works that contribute to the

  debate on the subjects of private labels and

  retail, within the scope of marketing. The

  method to identify scientific works used in this

  research was the Knowledge Development

  Process – Constructivist (ProKnow-C). In all,

  47 articles were analyzed, 20 national and 27 international. The analyses indicate that papers published in national journals arise

  mostly from researches conducted in Brazil, Spain is the country in which a higher

  number of researches on the topic were carried out, the International Journal of Retail

  & Distribution Management and the Journal of Product & Brand Management have

  shown the greatest number of published works, Cristina Calvo-Porral is the leading

  international author (4 papers) and Éderson Luiz Piato is the national leading expert

  (3 publications). The main sub-topics explored in national works differ from their

  international conterparts, as well as in the methodological structures used to construct

  the investigation process. International researches are predominantly quantitative preexperimental, using questionnaires and document analyses, while national are mostly

  exploratory, descriptive, using questionnaires and interviews.

• Número de páginas: 15