EconPapers    
Economics at your fingertips  
 

Brand-size complementarity in the choice of retail stores

Hyoung-Goo Kang, Hailey Hayeon Joo and Janghee Cho

Applied Economics Letters, 2014, vol. 21, issue 6, 413-416

Abstract: Shopping patterns of consumers vary as the level of size and brand of stores change jointly or separately. Brand and size can be either complementary or substitutable with respect to consumers' shopping characteristics. They are complementary to spending per visit, or brand magnifies the positive effect of size to spending per visit. Weekend consumers also tend to view size and brand complementary, which is so strong that there exists polarized shopping at either large nationwide brand or small unbranded stores during weekend. Car owners exhibit very similar patterns as weekend consumers. On the other hand, substitutability exists to explain shopping frequency. This effect is so high as to generate the polarized pattern; shopping frequency is high with regard to small nationwide brand and large unbranded stores. Substitution patterns also arise for working women, people older than 50, and high-income consumers.

Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13504851.2013.864026 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:apeclt:v:21:y:2014:i:6:p:413-416

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RAEL20

DOI: 10.1080/13504851.2013.864026

Access Statistics for this article

Applied Economics Letters is currently edited by Anita Phillips

More articles in Applied Economics Letters from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().

 
Page updated 2025-03-20
Handle: RePEc:taf:apeclt:v:21:y:2014:i:6:p:413-416