The roles of distribution in determining store brand performance

Jack Cadeaux, LayPeng Tan

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Store brand is a key retailing issue today. In recent years numerous studies have been conducted to examine the effects of national brand marketing mix activities on store brand share. However, there has been little analysis of the roles and effects of distribution. This paper suggests that at a category level, other retailers’ store brand distribution, retailer’s own category assortment and national brands’ category distribution intensity would potentially affect store brand share. By adopting a parsimonious method for operationalising distribution intensity at the category level developed by Cadeaux (1997), this paper presents several theoretical propositions that aim to understand the various roles and effects of distribution on store brand share. This paper potentially has important implications for both store brand and distribution research.
Original languageEnglish
Title of host publicationProceedings of ANZMAC 2004 Conference, Wellington, New Zealand
Number of pages8
Publication statusPublished - 2004
Externally publishedYes


  • distribution
  • distribution intensity
  • category
  • assortment
  • store brand
  • private label


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