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Does Store Brand Patronage Improve Store Patronage?

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  • K. Sudhir
  • Debabrata Talukdar

Abstract

We investigate the relationship between a household's store brand patronage and store patronage through its impact on store revenues and profits. The nature of the relationship will help answer the question: Do store brands contribute to greater store differentiation or to greater price sensitivity in the market? Our results show support for the store differentiation argument.

Suggested Citation

  • K. Sudhir & Debabrata Talukdar, 2004. "Does Store Brand Patronage Improve Store Patronage?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 143-160, March.
    • Handle: RePEc:kap:revind:v:24:y:2004:i:2:p:143-160
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