Author:
Aggarwal Praveen,Cha Taihoon
Abstract
Sales and market share of store
brands have been growing significantly at the expense of national brands. The decision to purchase
a store brand or a national brand has been modeled in this paper. The proposed model provides an
explanation for the existence of asymmetric price competition between store brands and national
brands. The article proposes and empirically demonstrates the existence of a reference threshold as
the key criterion underlying this choice. It also shows that the decision to buy the store/national
brand is not influenced by the store brand’s price or price promotions, or the magnitude of the
difference between the threshold and the national brand’s price.
Subject
Management of Technology and Innovation,Marketing
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