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| Author: | Steenkamp, J-B. E. M. Dekimpe, M. G. |
| Title: | Increasing power of store brands: Building loyalty and market share. |
| Journal: | Long Range Planning
1997 : DEC, VOL. 30:6, p. 917-930 |
| Index terms: | Brand loyalty Consumer behaviour Retailing Distribution channels Department stores |
| Language: | eng |
| Abstract: | The authors provide an operational measure to quantify the power of store brands along two dimensions: the intrinsic loyalty of their customer base, and their conquesting power to attract potential switchers. Based on their position along these two dimensions, they classify store and national brands as 'Giants', 'Misers', 'Fighters' or 'Artisans'. They use the proposed operationalization to evaluate the absolute and relative strength of Albert Heijn, the leading Dutch store brand, in 19 product categories. |
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