search query: @author Sethuraman, R. / total: 4
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| Author: | Sethuraman, R. |
| Title: | A meta-analysis of national brand and store brand cross-promotional price elasticities |
| Journal: | Marketing Letters
1995 : OCT, VOL. 6:4, p. 275-286 |
| Index terms: | PRICING PROMOTION PRIVACY |
| Language: | eng |
| Abstract: | This paper investigates whether price discounts by national brands influence private-label sales and vice versa through meta-analysis of 261 cross-price elasticity estimates from sixteen product-chains. On average, price reductions by national brands and private labels have more or less equal influence on each others' sales. However , there is greater variation in the effect of private-label price cuts across national brands. National brands with large market shares decrease private-label sales through price cuts but are seldom affected by private-label discounts. |
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