The Fight between Store Brands and National Brands: What's the Score?

Journal of Retailing and Consumer Services, Vol. 13, No. 5

Posted: 17 Jul 2006

See all articles by Hans Jørn Juhl

Hans Jørn Juhl

Aarhus University - Department of Marketing and Statistics

Lars Esbjerg

Aarhus University - Department of Marketing and Statistics

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Tino Bech-Larsen

University of Aarhus - Aarhus School of Business - Marketing and Statistics

Karen Brunsø

Aarhus School of Business - Department of Marketing and Statistics

Abstract

In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy.

Keywords: Customer-based brand equity, Brand recall , Brand architecture, Store brands

Suggested Citation

Juhl, Hans Jørn and Esbjerg, Lars and Grunert, Klaus G. and Bech-Larsen, Tino and Brunsø, Karen, The Fight between Store Brands and National Brands: What's the Score?. Journal of Retailing and Consumer Services, Vol. 13, No. 5, Available at SSRN: https://ssrn.com/abstract=917093

Hans Jørn Juhl (Contact Author)

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Lars Esbjerg

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Tino Bech-Larsen

University of Aarhus - Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Karen Brunsø

Aarhus School of Business - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

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