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...

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...

We present an analytical framework for understanding what makes a product category more conducive for store brand introduction. We also investigate market characteristics that help explain differences in store brand market share across product categories. Our findings suggest that the...

In this paper, we provide an approach to measuring the overall brand equity of national brands based on customers’ reservation price differential and perceived quality differential between national brand and store brand. Our approach draws upon a utility framework and develops an...

This paper provides some empirical generalizations regarding how the relative prices of competing brands affect the cross-price effects among them. Particular focus is on the asymmetric price effect and the neighborhood price effect. The asymmetric price effect states that a price promotion by a...

This research has three objectives: (i) to compile analytical results on national brand and store brand marketing obtained from mathematical models, (ii) to assess the external validity of those results and thus the applicability of the results to practice, and (iii) to identify avenues for...

The development of game theory is relatively new. It was developed in the 1940s by a Hungarian mathematician named John Von Neumann and later, further developed by John Nash in the 1950s. Game theory has been extensively used in the fields of Economics, Finance and Strategy. However, till date...

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes...

The impact of liberalization policies and opening up of the Indian market on the Indian economy was a debatable issue in India for a long time. Some of the political parties were staunchly against it as the opinion was that it could damage the economy of India and adversely affect the Indian...