Alternative panel models to evaluate the store brand market share: Evidence from the Spanish market

Abstract

Purpose

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.

Design/methodology/approach

The paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.

Findings

The paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.

Research limitations/implication

The main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models or could only be considered to explain the inter‐category differences.

Practical implications

The results obtained have interesting implications for manufacturers and retailers in the management of the brands in their product portfolio and in the management of their relationships in the distribution channel.

Originality/value

This research provides integrated modelling of the store brand market share by jointly considering cross‐sectional and time effects using the panel methodology and proves that considering time avoids some counter‐intuitive results of cross‐sectional research.

Citation

Rubio, N. and Jesús Yagüe, M. (2009), "Alternative panel models to evaluate the store brand market share: Evidence from the Spanish market", European Journal of Marketing, Vol. 43 No. 1/2, pp. 110-138. https://doi.org/10.1108/03090560910923265