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 – Store brands represent an important part of the consumer goods market and a prominent research area. The purpose of this paper is to address a well‐defined problem of store brand research and is concerned with individual characteristics that explain heterogeneous preferences for...