Consumer brand choice behaviour: national brands vs. store brands
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2010Resumen
Competitive interaction between national brands and store brands is one of the most analysed topics in marketing literature. The main objective of this paper is to analyze if there are differences regarding consumer brand choice behaviour depending on the type of brand. In order to do so, we develop an empirical analysis based on multinomial logit models using olive oil scanner choice data.
The main conclusion of this paper is the lower influence that the price and the promotional tools as the usage of the product flyers have over the choice probability of national brands than over distributor brands. From these results, managerial conclusions and recommendations are extracted for both types of brands.
La competencia entre las marcas nacionales y las marcas propiedad del distribuidor, se ha convertido en uno de los principales aspectos analizados en la literatura de marketing centrada en los bienes de consumo masivo. El principal objetivo de este trabajo es analizar la posible exis...
Palabra/s clave
Consumer brand choice
National brands
Marcas distribuidor
Store brands
Consumer behavior
Elección de marca
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