Abstract
Are national brands more discount elastic and display/feature elastic than store brands? This research tests this traditional view using a dataset comprising of 18 brands from five retail chains, 424 SKUs and 24,260 observations that account for over 90 % of the Carbonated Soft Drinks category sales. Our results indicate that, on aggregate, there are no significant differences in response elasticities between national brands and store brands. However, leading national brands in popular subcategories conform to a large extent to the traditional view of being more promotion elastic than store brands. Implications of these findings for managers and directions for future research are discussed.
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Voleti, S., & Raj, S. (2015). Testing the traditional view of national brands and store brands: A comparison of response elasticities and intangible brand effects (Working Paper). Hyderabad: Indian School of Business.
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Voleti, S., Sethuraman, R. (2015). Are National Brands More Promotion Elastic Than Store Brands?. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_7
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DOI: https://doi.org/10.1007/978-3-319-20182-5_7
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-20181-8
Online ISBN: 978-3-319-20182-5
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