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Assessing the External Validity of Analytical Results from National Brand and Store Brand Competition Models

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Author Info

  • Raj Sethuraman

    ()
    (Marketing Department, Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas 75275)

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    Abstract

    This research has three objectives: (i) to compile analytical results on national brand and store brand marketing obtained from mathematical models, (ii) to assess the external validity of those results and thus the applicability of the results to practice, and (iii) to identify avenues for further research on national brand and store brand competition. A total of 44 analytical results (29 related to retailer strategies and 15 related to manufacturer strategies) are compiled from a survey of literature published between 1966 and 2006. Three criteria are then used to assess the external validity of these results—robustness (R), empirical support (E), and credibility (C) (collectively, REC). Each result is quantitatively assessed (scored) using these three criteria. Robustness is measured as the total number of relevant market conditions for which the result has been shown to hold. Empirical support is measured as the number of independent empirical studies in which the findings are consistent with the analytical result. Credibility is measured as the believability of the theoretical result as perceived by experienced brand managers and retail executives. Thus, the REC scoring approach represents a triangulation of perspectives—robustness (modeler perspective), empirical support (empiricist perspective), and credibility (managerial perspective). In particular, this research serves in part as a bridge between scholars and practitioners in the context of national brand and store brand marketing.

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    File URL: http://dx.doi.org/10.1287/mksc.1080.0455
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    Bibliographic Info

    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 28 (2009)
    Issue (Month): 4 (07-08)
    Pages: 759-781

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    Handle: RePEc:inm:ormksc:v:28:y:2009:i:4:p:759-781

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    Related research

    Keywords: private labels; store brands; competitive strategies; mathematical models; marketing generalizations;

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    Cited by:
    1. Liang, Donghan & Li, Gang & Sun, Linyan & Chen, Yubao, 2013. "The role of rebates in the hybrid competition between a national brand and a private label with present-biased consumers," International Journal of Production Economics, Elsevier, vol. 145(1), pages 208-219.
    2. Fang, Xiang & Gavirneni, Srinagesh & Rao, Vithala R., 2013. "Supply chains in the presence of store brands," European Journal of Operational Research, Elsevier, vol. 224(2), pages 392-403.

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