Private Label Consumers and National Brand New Products: An Empirical Investigation

Ian Clark Sinapuelas ()
Additional contact information
Ian Clark Sinapuelas: San Francisco State University

A chapter in Advances in National Brand and Private Label Marketing, 2018, pp 27-35 from Springer

Abstract: Abstract Previous research finds that national brands take market shares from private labels when they introduce new products. Which consumers they attract with the new product introduction however remains unknown. Using data from the carbonated beverage category and a cure model approach, this research empirically investigates which consumer segments are regained. Our results suggest that new national brands mostly regain brand users, though they are more likely to attract light private label users. Our results have implications for national brand managers designing launch and targeting strategies and for private label managers designing defensive strategies.

Keywords: New products; Purchase adoption; Private label share; Split population (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-319-92084-9_5

Ordering information: This item can be ordered from
http://www.springer.com/9783319920849

DOI: 10.1007/978-3-319-92084-9_5

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().