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The Importance Of Brand Name And Quality In The Retail Food Industry

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  • Apelbaum, Eidan

Abstract

This paper analyzes the role of brand name recognition and product quality on the competition between national brands and private labels in the retail food industry. Theoretical and empirical evidence is provided to show that both marketing tools play a significant role, but in quite different ways. Quality improvements by one firm will intensify the competition; one firm will gain at the expense of its competitor. Whereas, increasing brand name recognition relaxes the competition, and both firms can gain.

Suggested Citation

  • Apelbaum, Eidan, 1999. "The Importance Of Brand Name And Quality In The Retail Food Industry," 1999 Annual meeting, August 8-11, Nashville, TN 21497, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea99:21497
    DOI: 10.22004/ag.econ.21497
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    Keywords

    Consumer/Household Economics; Marketing;

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