Mind the gap: National brands’ sensitivity to price and line-length differentials at hard discounters versus conventional retailers

Joep van der Plas, Marnik G. Dekimpe and Inge Geyskens

Journal of Retailing, 2024, vol. 100, issue 2, 199-216

Abstract: Hard discounters are increasingly selling national brands that previously were only sold through conventional retailers. While this trend is gaining traction across various product categories and countries, the marketing literature has provided scant empirical evidence on the market-response effects of these brands at hard discounters, while conceptual perspectives remain conflicting.

Keywords: Retail format; Hard discounters; National brands; Private labels; Marketing-mix effectiveness (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:100:y:2024:i:2:p:199-216

DOI: 10.1016/j.jretai.2024.05.005

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