| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP10877 |
| DP10877 Store Brands and the Role of Advertising | |
| Rachel Griffith; Kate Smith | |
| 发表日期 | 2015-10-11 |
| 出版年 | 2015 |
| 语种 | 英语 |
| 摘要 | Store brands are products over which a retailer (rather than a manufacturer) takes certain strategic decisions; we study the incentives of a retailer to advertise its store brands. We use detailed data on the British grocery market to document the considerable variation in store brand penetration across product categories and retailers. We develop a model that relates the pricing and advertising decisions of retailers and manufacturers to primitive characteristics of the category, and in particular the way that advertising affects consumer demand. We present empirical evidence that is consistent with several predictions from the model. |
| 主题 | Industrial Organization |
| 关键词 | Advertising Store brands |
| URL | https://cepr.org/publications/dp10877 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/539707 |
| 推荐引用方式 GB/T 7714 | Rachel Griffith,Kate Smith. DP10877 Store Brands and the Role of Advertising. 2015. |
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