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Investigating the Cross-Category Effects of Store Brands

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Abstract

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

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Authors and Affiliations

  1. College of Adm. Sci. and Econ., Koç University, Rumeli Feneri Yolu, Sariyer, Istanbul, 80910, Turkey, E-mail

    Serdar Sayman

  2. The Wharton School, University of Pennsylvania, 700 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA, 19104 - 6371, U.S.A., E-mail

    Jagmohan S. Raju

Authors
  1. Serdar Sayman
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  2. Jagmohan S. Raju
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Sayman, S., Raju, J.S. Investigating the Cross-Category Effects of Store Brands. Review of Industrial Organization 24, 129–141 (2004). https://doi.org/10.1023/B:REIO.0000033349.67467.b7

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  • DOI: https://doi.org/10.1023/B:REIO.0000033349.67467.b7

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