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The impact of national brand introductions on hard-discounter image and share-of-wallet

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  • Lourenço, Carlos J.S.
  • Gijsbrechts, Els

Abstract

Hard-discounters (HDs) such as Aldi and Lidl are increasingly introducing national brands (NBs) into their private label (PL) dominated assortments. While there is evidence that this enhances sales in the categories where such NBs are added, little is known about how it affects consumers' overall perceptions of the HD and consequently its share of the customers' wallet. Using a unique data set that combines longitudinal information on a HD's perceptions, with that chain's assortment composition, we investigate the impact of NB introductions on the chain's overall value and assortment image, and spending share.

Suggested Citation

  • Lourenço, Carlos J.S. & Gijsbrechts, Els, 2013. "The impact of national brand introductions on hard-discounter image and share-of-wallet," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 368-382.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:4:p:368-382
    DOI: 10.1016/j.ijresmar.2013.04.005
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    3. Celine Bonnet & Zohra Bouamra-Mechemache & Gordon J Klein, 2022. "National brands in hard discounters: market expansion and bargaining power effects," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 49(5), pages 1113-1145.
    4. Chenarides, Lauren & Gomez, Miguel I. & Richards, Timothy J. & Yonezawa, Koichi, 2021. "Retail Markups and Discount Store Entry," 2021 Annual Meeting, August 1-3, Austin, Texas 313348, Agricultural and Applied Economics Association.
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    6. Prediger, Maciel & Huertas-Garcia, Rubén & Gázquez-Abad, Juan Carlos, 2019. "Store flyer design and the intentions to visit the store and buy: The moderating role of perceived variety and perceived store image," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 202-211.
    7. Hökelekli, Gizem & Lamey, Lien & Verboven, Frank, 2017. "The battle of traditional retailers versus discounters: The role of PL tiers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 11-22.
    8. Inge Geyskens & Barbara Deleersnyder & Marnik G. Dekimpe & Didi Lin, 2024. "Do consumers benefit from national-brand listings by hard discounters?," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 97-118, January.

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