%0 Journal Article
%A Abril Barrie, María Del Carmen
%A Sánchez, Joaquín
%T Will they return? Getting private label consumers to come back: Price, promotion, and new product effects
%D 2016
%@ 0969-6989
%U https://hdl.handle.net/20.500.14352/23604
%X Using a hazard model specification with two years of consumer panel data, this study simultaneously quantifies the effects of price gaps, non-monetary promotions, and new products on consumer switching from private labels back to manufacturer brands. The research focuses on the switching phenomena, rather than choice, such that time is a relevant variable. According to the results, non-monetary promotions and new products are more effective for recovering consumers than price gap reductions. These findings underscore the importance of understanding how consumers perceive the value of manufacturer brands.
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