Publication: Investigating the cross-category effects of store brands
Program
KU-Authors
KU Authors
Co-Authors
Raju, Jagmohan S.
Publication Date
Language
Type
Embargo Status
Journal Title
Journal ISSN
Volume Title
Alternative Title
Abstract
Our study examines the cross-category effects of store brand products in other categories on the products in a target category. Using scanner data for 13 product categories, we find that higher number of store brands in other categories increases the store brand share in the target category. In addition, share of the leading national brand in the target category is negatively affected by the number of store brands in other categories. Our results do not offer evidence for the effects of store brand promotions in other categories on both the store brand and the national brands in the target category.
Source
Publisher
Kluwer Academic Publ
Subject
Economics, Management
Citation
Has Part
Source
Review of Industrial Organization
Book Series Title
Edition
DOI
10.1023/B:REIO.0000033349.67467.b7