Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?

• Main Authors: Bonfrer, Andre, Chintagunta, Pradeep K.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2003
• 主題: Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/1912; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2911/viewcontent/1503paper.pdf
• 機構: Singapore Management University

In this paper we study store brand demand behavior by examining a panel of household level and store-level data in five stores located in a competing market area. We seek to address three fundamental questions from this data. First, is there a link between store loyalty and brand loyalty? Second, do...