Does Store Brand Patronage Improve Store Patronage?
We investigate the relationship between a household's store brand patronage and store patronage through its impact on store revenues and profits. The nature of the relationship will help answer the question: Do store brands contribute to greater store differentiation or to greater price sensitivity in the market? Our results show support for the store differentiation argument.
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Volume (Year): 24 (2004)
Issue (Month): 2 (03)
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