Store brand spillover can dampen profits for national brands and retailers alike

Store brands — products manufactured and branded by retailers — brands have a big impact across product categories, according to new research by Yasin Alan, Assistant Professor of Operations Management, Mumin Kurtulus, Associate Professor of Operations Management, and Chunlin Wang, Postdoctoral Scholar.

In the study, to be published in Manufacturing & Service Operations Management, the authors examined the effects of “store brand spillover,” a phenomenon whereby a brand’s market share in a principal category (e.g., soup) creates demand in others (canned vegetables).