The determinants of store brand market share – a temporal and cross-sectional analysis
Natalia Rubio and María Jesús YagüeUniversidad Autónoma de Madrid
INTRODUCTION
The specialised literature has shown particular interest in store brand market share, examining how it is influenced by certain characteristics of product categories (Sethuraman & Cole 1997), and by strategic and structural variables (Hoch & Banerji 1993; Raju et al. 1995a; Dhar & Hoch 1997; Putsis & Cotterill 1999; Cotterill et al.2000, among others). In spite of the large quantity of research that proposes alternative models for explaining the market...