Department of Management

Lars Esbjerg

The fight between store brands and national brands: What's the score?

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Pages (from-to)331-338
Publication statusPublished - 2006

    Research areas

  • MAPP, Customer-based brand equity, Brand recall, Brand architecture, Store brands

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