Cross-category effects and private labels

摘要: Umbrella effects, or the ability of a brand in one category to generate sales for store brands other categories, may explain growth private labels. We estimate potential umbrella effects among label products using generalised multiple-discrete-continuous extreme value (GMDCEV) model. find significant positive associations between some categories with other, related categories. Our results suggest that food retailers would be well-served develop across are either use production, ‘dairy’ and ‘meat’ labels, example, instead creating uniform as is often practice.