Investigating the Cross-Category Effects of Store Brands

Investigating the Cross-Category Effects of Store Brands Our study examines the cross-category effects of store brand productsin other categories on the products in a target category. Using scannerdata for 13 product categories, we find that higher number of storebrands in other categories increases the store brand share in the targetcategory. In addition, share of the leading national brand in the targetcategory is negatively affected by the number of store brands in othercategories. Our results do not offer evidence for the effects of storebrand promotions in other categories on both the store brand and thenational brands in the target category. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Industrial Organization Springer Journals

Investigating the Cross-Category Effects of Store Brands

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Publisher
Kluwer Academic Publishers
Copyright
Copyright © 2004 by Kluwer Academic Publishers
Subject
Economics; Industrial Organization; Microeconomics
ISSN
0889-938X
eISSN
1573-7160
D.O.I.
10.1023/B:REIO.0000033349.67467.b7
Publisher site
See Article on Publisher Site

Abstract

Our study examines the cross-category effects of store brand productsin other categories on the products in a target category. Using scannerdata for 13 product categories, we find that higher number of storebrands in other categories increases the store brand share in the targetcategory. In addition, share of the leading national brand in the targetcategory is negatively affected by the number of store brands in othercategories. Our results do not offer evidence for the effects of storebrand promotions in other categories on both the store brand and thenational brands in the target category.

Journal

Review of Industrial OrganizationSpringer Journals

Published: Oct 18, 2004

References

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