Assessing the external validity of analytical results from national brand and store brand competition models

Marketing Science

Volumn 28, Issue 4, 2009, Pages 759-781

  Sethuraman, Raj ^a  

^a SOUTHERN METHODIST UNIVERSITY   (United States)

Author keywords

Competitive strategies; Marketing generalizations; Mathematical models; Private labels; Store brands

Indexed keywords

EID: 68549133178     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0455     Document Type: Article

References (80)

1. Abe, M. 1995. Price and advertising strategy of a national brand against its private-label clone: A signaling game approach. J. Bus. Res. 33(3) 241-250.
2. Ailawadi, K. L., B. Harlam. 2004. An empirical analysis of the determinants of retail margins: The role of store brand share. J. Marketing 68(1) 147-165.
3. Ailawadi, K. L., S. A. Neslin, K. Gedenk. 2001. Pursuing the valueconscious consumer: Store brands versus national brand promotions. J. Marketing 65(1) 71-89.
4. Ailawadi, K. L., B. A. Harlam, J. Cesar, D. Trounce. 2006. Promotion profitability for a retailer: The role of promotion, brand category, and store characteristics. J. Marketing Res. 43(4) 518-535.
5. Applebaum, E., E. Gerstner, P. Naik. 2003. The effects of expert quality evaluations vs. brand name on price premiums. J. Product Brand Management 12(3) 154-165.
6. Ashley, S. R. 1998. How to effectively compete against private-label brands. J. Advertising Res. 38(1) 75-82.
7. Barsky, M., M. Bergen, S. Dutta, D. Levy. 2001. What can the price gap between branded and private label products tell us about markups? NBER Working Paper W8426, National Bureau of Economic Research, Cambridge, MA.
8. Batra, R., I. Sinha. 2000. Consumer-level factors moderating the success of private label brands. J. Retailing 76(2) 175-191.
9. Bellizzi, J. A., J. R. Hamilton, H. F. Krueckeberg, W. S. Martin. 1981. Consumer perceptions of national, private, and generic brands. J. Retailing 57(4) 56-71.
10. Berges-Sennou, F., P. Bontems, V. Requillart. 2004. Economics of private labels: A survey of literature. J. Agricultural Food Indust. Organ. 2(3) 1-23.
11. Blattberg, R. C., K. J. Wisniewski. 1989. Price-induced patterns of competition. Marketing Sci. 8(4) 291-309.
12. Bonfrer, A., P. K. Chintagunta. 2004. Store brands: Who buys them and what happens to retail prices when they are introduced? Rev. Indust. Organ. 24(2) 195-218.
13. Bontems, P., S. Monier-Dilhan, V. Requillart. 1999. Strategic effects of private labels. Eur. Rev. Agricultural Econom. 26(2) 147-165.
14. Bronnenberg, B., L. Wathieu. 1996. Asymmetric promotion effects and brand positioning. Marketing Sci. 15(4) 379-394.
15. Burger, P. C., B. Schott. 1972. Can private brand buyers be identified? J. Marketing Res. 9(2) 219-222.
16. Burton, S., D. R. Lichtenstein, R. G. Netemeyer, J. A. Garretson. 1998. A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. J. Acad. Marketing Sci. 26(4) 293-306.
17. Chintagunta, P. K., A. Bonfrer, I. Song. 2002. Investigating the effects of store brand introduction on retailer demand and pricing behavior. Management Sci. 48(10) 1242-1267.
18. Choi, C. S., A. T. Coughlan. 2006. Private label positioning: Quality versus feature differentiation from national brand. J. Retailing 82(2) 79-93.
19. Connor, J. M., E. B. Peterson. 1992. Market structure determinants of national brand-private label price differences of manufactured food products. J. Indust. Econom. 60(2) 157-171.
20. Cook, V. J., T. C. Schutte. 1967. Brand Policy Determination. Allyn and Bacon, Boston.
21. Corstjens, M., R. Lal. 2000. Building store loyalty through store brands. J. Marketing Res. 37(3) 281-291.
22. Cotterill, R. W., W. P. Putsis. 2000. Market share and price setting behavior for private labels and national brands. Rev. Indust. Organ. 17(1) 19-39.
23. Cotterill, R. W., W. P. Putsis, R. Dhar. 2000. Assessing the competitive interaction between private labels and national brand. J. Bus. 73(1) 109-137.
24. Cunningham, I. C. M., A. P. Hardy, G. Imperia. 1982. Generic brands versus national brands and store brands: A comparison of consumers' preferences and perceptions. J. Advertising Res. 22(5) 25-32.
25. Dhar, S. K., S. J. Hoch. 1997. Why store brand penetration varies by retailer. Marketing Sci. 16(3) 208-227.
26. Dunne, D., C. Narasimhan. 1999. The new appeal of private labels. Harvard Bus. Rev. 77(3) 41-52.
27. Elzinga, K. G., D. E. Mills. 1996. Innovation and entry in U.S. disposable diaper industry. Indust. Corporate Change 5(3) 791-812.
28. Elzinga, K. G., D. E. Mills. 1999. Price wars triggered by entry. Internat. J. Indust. Organ. 17(2) 179-198.
29. Erdem, T., Y. Zhao, A. Valenzuela. 2004. Performance of store brands: A cross-country analysis of consumer store brand preferences, perceptions, and risk. J. Marketing Res. 41(1) 86-100.
30. Fitzell, P. B. 1992. Private Label Marketing in the 1990s The Evolution of Price Labels into Global Brands. Global Book Productions, New York.
31. Halstead, D., C. B. Ward. 1995. Assessing the vulnerability of private label brands. J. Product Brand Management 4(3) 38-48.
32. Hoch, S. J. 1996. How should national brands think about private labels? Sloan Management Rev. 37(2) 89-102.
33. Hoch, S. J., S. Banerji. 1993. When do private labels succeed? Sloan Management Rev. 34(4) 57-67.
34. Horowitz, I. 2000. An option-pricing look at the introduction of private labels. J. Oper. Res. Soc. 51(2) 221-230.
35. Kim, N., P. M. Parker. 1999. Collusive conduct in private label markets. Internat. J. Res. Marketing 16(2) 143-155.
36. Kumar, N., J.-B. E. M. Steenkamp. 2007. Private Labels Strategy. Harvard Business School Press, Boston.
37. Lal, R. 1990. Manufacturer trade deals and retail price promotions. J. Marketing Res. 27(4) 428-444.
38. McMaster, D. 1987. Own brands and the cookware market. Eur. J. Marketing 21(1) 83-94.
39. Mills, D. E. 1995. Why retailers sell private labels. J. Econom. Management Strategy 4(3) 509-528.
40. Mills, D. E. 1999. Private labels and manufacturer counter strategies. Eur. Rev. Agricultural Econom. 26(7) 125-145.
41. Myers, J. G. 1967. Determinants of private brand attitude. J. Marketing Res. 4(1) 73-81.
42. Narasimhan, C. 1988. Competitive promotional strategies. J. Bus. 61(4) 427-449.
43. Narasimhan, C., R. Wilcox. 1998. Private labels and the channel relationship: A cross-category analysis. J. Bus. 71(4) 573-600.
44. Pancras, J., K. Sudhir. 2007. Optimal marketing strategies for a customer data intermediary. J. Marketing Res. 44(4) 560-578.
45. Pauwels, K., S. Srinivasan. 2004. Who benefits from store brand entry? Marketing Sci. 23(3) 364-390.
46. Peles, Y. 1972. On the uses of private brands. J. Indust. Econom. 20(2) 173-178.
47. Private Label Manufacturers Association. 2006. Market update. Retrieved November 5, 2006, http://plma.com/StoreBrands/sbt06.html.
48. Putsis, W. P., Jr. 1997. An empirical study of the effect of brand proliferation on private label-national brand pricing behavior. Rev. Indust. Organ. 12(3) 355-371.
49. Putsis, W. P., Jr., R. W. Cotterill. 1999. Share, price and category expenditure-Geographic market effects and private labels. Managerial Decision Econom. 20(4) 175-187.
50. Quelch, J. A., D. Harding. 1996. Brands versus private labels: Fighting to win. Harvard Bus. Rev. 74(1) 99-109.
51. Raju, J. S., R. Sethuraman, S. K. Dhar. 1995a. National brand-store brand price differential and store brand market share. Pricing Strategy Practice 3(2) 17-24.
52. Raju, J. S., R. Sethuraman, S. K. Dhar. 1995b. The introduction and performance of store brands. Management Sci. 41(6) 957-978.
53. Raju, J. S., V. Srinivasan, R. Lal. 1990. The effects of brand loyalty on competitive price promotional strategies. Management Sci. 36(3) 276-304.
54. Rao, R. C. 1991. Pricing and promotions in asymmetric duopolies. Marketing Sci. 10(2) 131-144.
55. Rao, T. R. 1969. Are some consumers more prone to purchase private brands? J. Marketing Res. 6(4) 447-450.
56. Richardson, P. S., A. S. Dick, A. K. Jain. 1994. Extrinsic and intrinsic cue effects on perceptions of store brand quality. J. Marketing 58(4) 28-36.
57. Richardson, P. S., A. K. Jain, A. Dick. 1996. Household store brand proneness: A framework. J. Retailing 72(2) 159-185.
58. Sayman, S., J. Raju. 2004. How category characteristics affect the number of store brands offered by the retailer: A model and empirical analysis. J. Retailing 80(4) 279-287.
59. Sayman, S., J. S. Raju. 2007. Store brands: From back to the future. N. K. Malhotra, ed. Review of Marketing Research, Vol. 3. M. E. Sharpe Inc., Armonk, New York, 132-151.
60. Sayman, S., S. J. Hoch, J. S. Raju. 2002. Positioning store brands. Marketing Sci. 21(4) 378-397.
61. Schmalensee, R. 1978. Entry deterrence in the ready-to-eat breakfast cereal industry. Bell J. Econom. 9(2) 305-327.
62. Scott-Morton, F., F. Zettelmeyer. 2004. The strategic positioning of store brands in retailer-Manufacturer negotiations. Rev. Indust. Organ. 24(2) 161-194.
63. Sethuraman, R. 1992. The effect of marketplace factors on private label penetration in grocery products. Working Paper 92-128, Marketing Science Institute, Cambridge, MA.
64. Sethuraman, R. 1995. A meta-analysis of national brand and store brand cross-promotional price elasticities. Marketing Lett. 6(4) 275-286.
65. Sethuraman, R. 2003. Measuring national brands' equity over store brands. Rev. Marketing Sci. 1(2) 1-26.
66. Sethuraman, R. 2006. Private label marketing strategies in packaged goods; management beliefs and research insights. Working Paper 06-108, Marketing Science Institute, Cambridge, MA.
67. Sethuraman, R., C. A. Cole. 1999. Factors influencing the price premiums that consumers pay for national brands over store brand. J. Product Brand Management 8(4) 340-351.
68. Sethuraman, R., J. Mittelstaedt. 1992. Coupons and private labels-A cross-category analysis of grocery products. Psych. Marketing 9(6) 487-500.
69. Soberman, D., P. M. Parker. 2004. Private labels: Psychological versioning of typical consumer products. Internat. J. Indust. Organ. 22(6) 849-861.
70. Steenkamp, J. B., M. G. Dekimpe. 1997. The increasing power of store brands: Building loyalty and market share. Long Range Planning 30(6) 917-930.
71. Steiner, R. L. 1993. The inverse association between the margins of manufacturers and retailers. Rev. Indust. Organ. 8(6) 717-740.
72. Steiner, R. L. 2004. The nature and benefits of national brand/private label competition. Rev. Indust. Organ. 24(2) 105-127.
73. Stern, L. W. 1966. The new world of private brands. California Management Rev. 8(3) 43-50.
74. Sudhir, K., V. R. Rao. 2006. Do slotting allowances enhance efficiency or hinder competition? J. Marketing Res. 43(2) 137-155.
75. Sudhir, K., D. Talukdar. 2004. Does store brand patronage improve store patronage? Rev. Indust. Organ. 24(2) 143-160.
76. U.S. National Food Marketing Commission. 1966. Report of the U.S. National Food Marketing Commission, Technical Study 10 (June), Washington, DC.
77. Verhoef, P. C., E. J. Nijssen, L. M. Sloot. 2002. Strategic reactions of national brands manufacturers towards private labels. Eur. J. Marketing 36(11/12) 1309-1326.
78. Ward, M. B., J. P. Shimshack, J. M. Perfloff, J. M. Harris. 2002. Effects of the private-label invasion in food industries. Amer. J. Agricultural Econom. 84(4) 961-973.
79. Wills, R. L., W. F. Mueller. 1989. Brand pricing and advertising. Southern Econom. J. 56(2) 255-268.
80. Wu, C.-C., C.-J. Wang. 2005. A positive theory of private label: A strategic role of private label in a duopoly national-brand market. Marketing Lett. 16(2) 143-161.