A model of consumer choice for national vs private label brands
UNSPECIFIED (1997) A model of consumer choice for national vs private label brands. JOURNAL OF THE OPERATIONAL RESEARCH SOCIETY, 48 (10). pp. 988-995. ISSN 0160-5682Full text not available from this repository.
Most consumer choice theory is built around the study of manufacturer brands but in recent years there has been a dramatic rise in the share of private label brands. This empirical study suggests that models of consumer choice need to recognise an asymmetry in competition when both manufacturer and retailer private label brands are available. A nested logit model is introduced which demonstrates asymmetric cross-brand substitutability in this type of market and leads to important implications for strategic brand management.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Journal or Publication Title:||JOURNAL OF THE OPERATIONAL RESEARCH SOCIETY|
|Number of Pages:||8|
|Page Range:||pp. 988-995|
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