We propose to analyze the determinants of consumers’ brand decision within aretailer store using a multinomial mixed logit approach. For the consumers’ choice, nationalbrands compete with private labels (both me-too product and high quality store brand). We firstfind that the standard private...

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...