A model of consumer choice for national vs private label brands

被引：25
|
作者：
Baltas, G [1 ]
Doyle, P [1 ]
Dyson, P [1 ]
机构：
[1] MILLWARD BROWN INT, NAPERVILLE, IL 60563 USA
来源：
JOURNAL OF THE OPERATIONAL RESEARCH SOCIETY | 1997年 / 48卷 / 10期
关键词：
behaviour; consumer choice; empirical study; marketing; modelling;
D O I：
10.2307/3010118
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
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.
引用
收藏
页码：988 / 995
页数：8
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