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    The Influence of Price and Brand Loyalty on Store Brands Versus National Brands

    Access Status
    Fulltext not available
    Authors
    Cataluna, F.
    García, A.
    Phau, Ian
    Date
    2006
    Type
    Journal Article
    
    Metadata
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    Citation
    Cataluna, F. and García, A. and Phau, I. 2006. The Influence of Price and Brand Loyalty on Store Brands Versus National Brands. The International Review of Retail, Distribution and Consumer Research. 16 (4): pp. 433-452.
    Source Title
    The International Review of Retail, Distribution and Consumer Research
    DOI
    10.1080/09593960600844236
    ISSN
    09593969
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/16078
    Collection
    • Curtin Research Publications
    Abstract

    This article investigates how price and brand loyalty of three frequently purchased product categories can influence the purchase decision process of store brands versus national brands. A multinomial logit model was constructed to analyse the data obtained from a consumer panel. The results confirmed that brand loyalty is the main variable which influences the purchase decision process of both national and store brands. The influence of price on the purchase decision process is product specific. There is a clear distinction between the buyer's profile of store brands and national brands. But there is no evidence of any correlation between demographic variables and national brands or store brands.

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