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Mind the gap: National brands’ sensitivity to price and line-length differentials at hard discounters versus conventional retailers

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  • van der Plas, Joep
  • Dekimpe, Marnik G.
  • Geyskens, Inge

Abstract

Hard discounters are increasingly selling national brands that previously were only sold through conventional retailers. While this trend is gaining traction across various product categories and countries, the marketing literature has provided scant empirical evidence on the market-response effects of these brands at hard discounters, while conceptual perspectives remain conflicting.

Suggested Citation

  • van der Plas, Joep & Dekimpe, Marnik G. & Geyskens, Inge, 2024. "Mind the gap: National brands’ sensitivity to price and line-length differentials at hard discounters versus conventional retailers," Journal of Retailing, Elsevier, vol. 100(2), pages 199-216.
    • Handle: RePEc:eee:jouret:v:100:y:2024:i:2:p:199-216
    DOI: 10.1016/j.jretai.2024.05.005
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