... brand equity Generics Both in Europe and the USA, retailers have made large investments to launch store brands, with the primary objective of securing significant financial benefits. Indeed, since the 1990s, store brands have been well‐known for generating higher margins than national brands...

..., this paper makes an updated assessment of variables considered in previous studies and contexts but not studied in Spain. © Emerald Group Publishing Limited 2008 Brands Market segmentation Consumer behaviour Generics Spain Retailing has suffered profound changes in the recent years...

... that assigned to the whole of brands on average. Moreover, when comparing the space devoted to SBs and their market share in 40 product categories, Gómez (2005) observes that in half of them the space occupied by SBs is higher than their market share. In general, SBs have a favorable position on the shelf...

... to heterogeneous preferences and consumption rates. In principle, the interpersonal heterogeneity in store brand demand may be explained, at least partially, by individual characteristics. Brands Generics Consumer goods Consumer behaviour Brand management Retailing Academic and commercial...

... Generics Brands Consumer behaviour Spain Retailers' efforts to get a better positioning of their own brands as opposed to national brads, trying to get a more favourable perception of them, have been constant in the last years. In fact, Spanish market in general and convenience products...

... be beneficial in future research to consider the opinion of retailers about their own management of these brands. Originality/value The main value of the paper is the empirical analyse of the store brand management from the manufacturer's perspective. This subject has been analysed from a general...

...: academic researchers, manufacturers and retailers. In general the literature can be divided into two perspectives: the theoretical perspective, which is based on proposing models for solving the shelf space allocation problem (SSAP) and the empirical perspective, which is based on the verification...