Pricing of national brands versus store brands: market power components, findings and research opportunities
dc.contributor.author | Pauwels, Koen Hendrik | |
dc.contributor.author | Srinivasan, S. | |
dc.contributor.editor | Rao, V. R. | |
dc.date.accessioned | 2016-02-22T13:06:19Z | |
dc.date.available | 2016-02-22T13:06:19Z | |
dc.date.issued | 2009 | |
dc.identifier.isbn | 978-184720240-6 | |
dc.identifier.isbn | 978-1-84720-240-6 | |
dc.identifier.uri | http://hdl.handle.net/10679/3685 | |
dc.identifier.uri | http://www.elgaronline.com/view/9781847202406.00021.xml | |
dc.description.abstract | Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store brands, they have become direct competitors, and pricing decisions should take this into account. In most cases, national brands still possess some degree of pricing and market power over store brands. In this chapter, we define three components of market power for national brands versus store brands: (1) price premium; (2) volume premium; and (3) margin premium. Our chapter proceeds along the following lines. First, we delineate the factors that are the most important drivers of the three components of premium. Second, we discuss managerial implications about key success factors in the pricing of national brands and store brands. A key contribution of this chapter is that we incorporate emerging insights from the marketing literature on the pricing and market power of national brands versus store brands. Finally, we conclude by offering important future research directions. | |
dc.language.iso | eng | en_US |
dc.publisher | Edward Elgar Publishing | |
dc.relation.ispartof | Handbook of Pricing Research in Marketing | |
dc.rights | restrictedAccess | |
dc.title | Pricing of national brands versus store brands: market power components, findings and research opportunities | en_US |
dc.type | Book chapter | en_US |
dc.peerreviewed | yes | |
dc.publicationstatus | published | en_US |
dc.contributor.department | Özyeğin University | |
dc.contributor.authorID | (ORCID & YÖK ID 141722) Pauwels, Koen | |
dc.contributor.ozuauthor | Pauwels, Koen Hendrik | |
dc.identifier.startpage | 258 | |
dc.identifier.endpage | 282 | |
dc.identifier.wos | WOS:000301444800014 | |
dc.identifier.scopus | SCOPUS:2-s2.0-84880930605 | |
dc.contributor.authorMale | 1 | |
dc.relation.publicationcategory | Book Chapter - International - Institutional Academic Staff |
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