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...

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...

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 econometric...