Akcura, M. Tolga; Sinapuelas, Ian Clark; Wang, Hui-Ming … - In: Journal of Product & Brand Management 28 (2019) 3, pp. 391-407
Purpose: This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer’s marketing mix decisions toward national brands (NBs). Design/methodology/approach: Using a comprehensive store-level data set covering 52 categories and 130...