Working Papers

What Makes Consumers Pay More for National Brands Than for Store Brands: Image or Quality?

Raj Sethuraman

Sep 1, 2000

Develops a model that separates the price premium that consumers are willing to pay for national brands into three components: perceived quality differential, consumer quality sensitivity, and nonquality utility.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.