Consumer evaluations of store brands: effects of store image and product attributes

Positioning of Store Brands

We consider the retailer’s store brand (SB) positioning problem in a market with two national brand (NB) competitors. In the context of our model, two brands are assumed to be positioned close to each other if the “perceptual” distance between the two brands is small, and positioning affects the degree of price competition. Our game-theoretic model indicates that the optimal strategy for the re...

From Store Brands to Store Brandscapes:

Purpose: This research investigates role of store brands as a time and money saving heuristic in the context of an omnipresent store brand hierarchy. Drawing on the work of Tversky and Kahneman (1982) it proposes that the store brand hierarchy is characterised by many of the traits of frequently used heuristics employed by grocery shoppers. Design/methodology/approach: Based on Chaiken’s (1980)...

Do Store Brands Aid Store Loyalty?

Do store brands aid store loyalty by enhancing store differentiation or merely draw price sensitive customers with little or no store loyalty? This paper seeks to answer the question by empirically investigating the relationship between store brand loyalty and store loyalty. First, we find a robust monotonic positive relationship between store brand loyalty and store loyalty using multiple loya...

Store Brands and Category Captaincy

In several product categories, retailers have launched store brands to compete with national brands on both price and quality. Furthermore, in some of these categories, retailers have appointed a national brand manufacturer as category captain to help expand its sales in all quality tiers within the category. However, category captains may exhibit opportunistic behaviors and even diminish the c...

Store Brands and Category Management