Investigating the cross-category effects of store brands

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.