and performance of retailers relative to national brand manufacturers. This paper uses data from two major retail chains … to examine whether and how high store brand share affects retail margins, given that the store brand has been introduced … they have high store brand share; and (c) higher dollar margins from consumers who are heavy users of store brands. We find …

plays an important role in determining both behaviors. Among economic factors, the most important driver of store brand … usage is perceived quality, and the most important driver of national brand deal usage is perceived savings. We also find a … negative intrinsic relationship between store brand and national brand deal usage. Overall, our results suggest a competitive …

and performance of retailers relative to national brand manufacturers. This paper uses data from two major retail chains … to examine whether and how high store brand share affects retail margins, given that the store brand has been introduced … they have high store brand share; and (c) higher dollar margins from consumers who are heavy users of store brands. We find …

Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the … revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a … practical for managers. Instead, we propose a simple and easily quantifiable measure of brand equity. We base our measure on the …