The Competition between National Brands and Store Brands: Models, Insights, Implications, and Future Research Directions

In this article, we provide a comprehensive review of the literature on economic models of national brand — store brand competition and address three questions: (i) What types of economic models have been used to analyze the competition between national brands and store brands? (ii) What insights and implications have they generated? (iii) What are some useful future directions for modelers of national brand — store brand competition? We review 47 articles published or written during the period 1966–2011, present the model characteristics of the key articles, and develop over 160 results pertaining to national brand and store brand decisions. Then, we discuss the implications of these results and suggest directions for future research.