Determinants of store brand choice: a behavioral analysis
- 1 October 1997
- journal article
- Published by Emerald in Journal of Product & Brand Management
- Vol. 6 (5), 315-324
- https://doi.org/10.1108/10610429710179480
Abstract
Understanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical framework and introduces a behavioral approach for understanding what makes consumers more responsive to store products. For the first time, uses panel data in a choice model which is shown to explain actual behavior successfully. Identifies many important determinants of store brand proneness and yields clear implications for marketing managers of both national and retailer brands.Keywords
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