Title: The increasing power of store brands: Building loyalty and market share
Authors: Steenkamp, J ×
Dekimpe, Marnik #
Issue Date: 1997
Series Title: Long Range Planning vol:30 (Dec.) issue:6 pages:917-930
Abstract: An important evolution in the retailing industry is the growing success of store brands. Still, their level of penetration varies widely across countries and industries. An operational measure is provided 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, store and national brands are classified as giants, misers, fighters, or artisans. The proposed operationalization is used to evaluate the absolute and relative strength of Albert Heijn the leading Dutch store brand, in 19 product categories
ISSN: 0024-6301
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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