Publication:
How category characteristics affect the number of store brands offered by the retailer: a model and empirical analysis

dc.contributor.coauthorRaju, Jagmohan S.
dc.contributor.departmentDepartment of Business Administration
dc.contributor.kuauthorSayman, Serdar
dc.contributor.schoolcollegeinstituteCollege of Administrative Sciences and Economics
dc.date.accessioned2024-11-10T00:02:47Z
dc.date.issued2004
dc.description.abstractOur research examines why retailers offer, not one, but multiple store brands in some product categories. More specifically, we are interested in how certain product category characteristics affect the number of store brands. We model a product category consisting of two incumbent national brands that may differ in strength. The retailer may introduce one or two store brands depending on which maximizes category profits. Our analysis suggests that the retailer is likely to carry two store brands in categories where (i) the national brands are similar in strength; and (ii) the price sensitivity between the national brands is low. Interestingly, the conditions that support the introduction of more than one store brand are quite different than the conditions that would facilitate the introduction of additional national brands. We provide empirical evidence that support our model-based predictions.
dc.description.indexedbyWOS
dc.description.indexedbyScopus
dc.description.issue4
dc.description.openaccessNO
dc.description.publisherscopeInternational
dc.description.sponsoredbyTubitakEuN/A
dc.description.volume80
dc.identifier.doi10.1016/j.jretai.2004.10.004
dc.identifier.eissn1873-3271
dc.identifier.issn0022-4359
dc.identifier.quartileQ1
dc.identifier.scopus2-s2.0-3042837139
dc.identifier.urihttps://doi.org/10.1016/j.jretai.2004.10.004
dc.identifier.urihttps://hdl.handle.net/20.500.14288/16200
dc.identifier.wos226335100004
dc.keywordsStore brands
dc.keywordsRetailing
dc.keywordsPositioning
dc.keywordsGame theory
dc.keywordsPrivate labels
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofJournal of Retailing
dc.subjectBusiness
dc.titleHow category characteristics affect the number of store brands offered by the retailer: a model and empirical analysis
dc.typeJournal Article
dspace.entity.typePublication
local.contributor.kuauthorSayman, Serdar
local.publication.orgunit1College of Administrative Sciences and Economics
local.publication.orgunit2Department of Business Administration
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