This paper presents an empirical study on store brand demand and its determinants. A two‐stage model is considered, in which the consumer decides whether to buy store brands, as well as how to allocate category expenditure between retail and manufacturer brands. The first stage identifies the...

Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase intentions and attitudes toward the host product that...