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| Author: | Oubiña, J. Rubio, N. Yagüe, M. J. |
| Title: | Effect of strategy, structure and performance variables on store brand market share |
| Journal: | Journal of Marketing Management
2007 : VOL. 23:9-10 p. 1013-1035 |
| Index terms: | brands market share marketing management panel data |
| Language: | eng |
| Abstract: | Store bands have grown significantly since they appeared in a large number of European countries. A set of factors, especially actions taken by manufacturers and distributors, have favored the store brands. This paper aims at providing a comprehensive study of current store brand market share at time level and cross-sectional level. To obtain data, an empirical research is performed on the Spanish consumer products market. The paper presents an explanatory fixed effects panel model. It shows clearly the impact of the factors of competitive strategy, structure and performance on brand market share. |
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