Private labels or store brands have become a major force to reckon with in grocery products.They account for over one-fifth of total volume sales in the United States and are growing faster than national brands. Generally, prices of national brands are higher than store brand prices. Therefore,...

Past empirical literature states that asymmetry in cross-price effect favors the large-share brand. That is, when large-share brands discount, they have a greater impact on small-share brands than the reverse. This conclusion is based on consideration of cross-price elasticities. This paper...

National brands in grocery products are traditionally viewed as higher-quality, higher-priced, image-oriented brands while store brands are viewed as lower-quality, lower-priced, value-oriented brands. This traditional view suggests that national brands are less own price elastic, more promotion...

This study conducts a meta-analysis of 872 short-term brand-level advertising elasticities estimated in 57 studies published between 1960 and 2008. Short-term advertising elasticity is the percent change in a brand's current period sales for one percent change in the brand's current period...