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dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorSrinivasan, S.
dc.contributor.editorRao, V. R.
dc.date.accessioned2016-02-22T13:06:19Z
dc.date.available2016-02-22T13:06:19Z
dc.date.issued2009
dc.identifier.isbn978-184720240-6
dc.identifier.isbn978-1-84720-240-6
dc.identifier.urihttp://hdl.handle.net/10679/3685
dc.identifier.urihttp://www.elgaronline.com/view/9781847202406.00021.xml
dc.description.abstractAmong 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.isoengen_US
dc.publisherEdward Elgar Publishing
dc.relation.ispartofHandbook of Pricing Research in Marketing
dc.rightsrestrictedAccess
dc.titlePricing of national brands versus store brands: market power components, findings and research opportunitiesen_US
dc.typeBook chapteren_US
dc.peerreviewedyes
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.startpage258
dc.identifier.endpage282
dc.identifier.wosWOS:000301444800014
dc.identifier.scopusSCOPUS:2-s2.0-84880930605
dc.contributor.authorMale1
dc.relation.publicationcategoryBook Chapter - International - Institutional Academic Staff


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