Bergès-Sennou, Fabian; Hassan, Daniel; Monier-Dilhan, … - European Association of Agricultural Economists - EAAE - 2007
We propose to analyze the determinants of consumers' brand decision within a retailer store using a multinomial mixed logit approach. For the consumers' choice, national brands compete with private labels (both me-too product and high quality store brand). We first find that the standard private...