The impact of national brand introductions on hard-discounter image and share-of-wallet

Carlos J.S. Lourenço and Els Gijsbrechts

International Journal of Research in Marketing, 2013, vol. 30, issue 4, 368-382

Abstract: Hard-discounters (HDs) such as Aldi and Lidl are increasingly introducing national brands (NBs) into their private label (PL) dominated assortments. While there is evidence that this enhances sales in the categories where such NBs are added, little is known about how it affects consumers' overall perceptions of the HD and consequently its share of the customers' wallet. Using a unique data set that combines longitudinal information on a HD's perceptions, with that chain's assortment composition, we investigate the impact of NB introductions on the chain's overall value and assortment image, and spending share.

Keywords: Store image; Consumer perceptions; National brands; Hard-discounters; Share-of-wallet (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:4:p:368-382

DOI: 10.1016/j.ijresmar.2013.04.005

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