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Investigating the Cross-Category Effects of Store Brands


  • Serdar Sayman


  • Jagmohan S. Raju



Our study examines the cross-category effects of store brand products in other categories on the products in a target category. Using scanner data for 13 product categories, we find that higher number of store brands in other categories increases the store brand share in the target category. In addition, share of the leading national brand in the target category is negatively affected by the number of store brands in other categories. Our results do not offer evidence for the effects of store brand promotions in other categories on both the store brand and the national brands in the target category.

Suggested Citation

  • Serdar Sayman & Jagmohan S. Raju, 2004. "Investigating the Cross-Category Effects of Store Brands," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 129-141, March.
  • Handle: RePEc:kap:revind:v:24:y:2004:i:2:p:129-141

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    Cited by:

    1. Szymanowski, M.G., 2009. "Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation," Other publications TiSEM b12825d8-5e21-4437-adda-b, Tilburg University, School of Economics and Management.
    2. Aydin Celen & Tarkan Erdogan & Tarkan Erdogan, 2005. "Fast Moving Consumer Goods: Competitive Conditions and Policies," ERC Working Papers 0503, ERC - Economic Research Center, Middle East Technical University, revised Jun 2005.
    3. repec:eee:jouret:v:92:y:2016:i:3:p:300-318 is not listed on IDEAS
    4. Tiziano Bursi & Giovanna Galli, 2015. "Le imprese italiane dell’industria agro-alimentare: mercati internazionali, relazioni di canale e strategie e politiche di branding," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(2), pages 15-32.
    5. Gaviglio, Anna & Demartini, Eugenio & Pirani, Alberto & Marescotti, Maria Elena & Bertocchi, Mattia, 2015. "National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202731, European Association of Agricultural Economists.
    6. Paolo Sckokai & Claudio Soregaroli, 2008. "Impact of private label development across retail formats: Evidences from the Italian dairy market," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 87(2), pages 27-47.
    7. Groznik, Ana & Heese, H. Sebastian, 2010. "Supply chain interactions due to store-brand introductions: The impact of retail competition," European Journal of Operational Research, Elsevier, vol. 203(3), pages 575-582, June.

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