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Light Vs. Regular Brands: Do They Follow The Same Patterns?, Therese Sjostrom, Polymeros Chrysochou, Armando Maria Corsi, Carl Driesener
Light Vs. Regular Brands: Do They Follow The Same Patterns?, Therese Sjostrom, Polymeros Chrysochou, Armando Maria Corsi, Carl Driesener
Polymeros Chrysochou
Little is known about the market performance of brands that carry light claims (i.e. light brands) in comparison to their regular counterparts. In order to fill this gap, we explore whether light brands a) perform similarly to regular brands in terms of brand performance measures, b) achieve similar loyalty levels to regular brands, and c) share the same customers (show similar partitions) as regular brands. The analysis is conducted on four product categories (Colas, Flavoured Carbonated Beverage, Soups and Margarine) using household panel data provided by TNS. The results show that when considering standard brand performance measures (i.e. market share, …