RT Journal Article
T1 Will they return? Getting private label consumers to come back: Price, promotion, and new product effects
A1 Abril Barrie, Carmen
A1 Sánchez, Joaquín
AB 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.
PB Elsevier
SN 0969-6989
YR 2016
FD 2016-07
LK https://hdl.handle.net/20.500.14352/23604
UL https://hdl.handle.net/20.500.14352/23604
LA eng
DS Docta Complutense
RD 2 may 2024