Are Food Brands that Carry Light Claims Different?

Journal of Brand Management, Vol. 21, no. 4, pp. 325-341, 2014.

Posted: 9 Apr 2015

See all articles by Therese Sjostrom

Therese Sjostrom

University of South Australia - Ehrenberg Bass Institute of Marketing Science

Armando Maria Corsi

University of South Australia - School of Marketing

Carl Driesener

University of South Australia

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Date Written: 2014

Abstract

Little is known about the market performance of brands that carry light claims (for example low fat, low sugar) in comparison to their regular counterparts. In order to fill this gap, we explore whether light brands perform similarly to regular brands in terms of (a) brand performance measures (BPMs), such as market share (MS) and penetration, (b) loyalty levels, and (c) customer sharing. We analyse three product categories (cola, flavoured carbonated beverages and margarine) using UK household panel data provided by Kantar. The results show that when considering standard BPMs (that is MS, penetration and purchase frequency), regular brands receive higher BPMs than light brands. However, when considering repeat purchase loyalty, light brands achieve greater levels of loyalty than their regular counterparts. Finally, light brands share their buyers more with each other than expected, suggesting the existence of market partitions, although these are not isolated as buyers of these brands still buy regular brands.

Suggested Citation

Sjostrom, Therese and Corsi, Armando and Driesener, Carl and Chrysochou, Polymeros, Are Food Brands that Carry Light Claims Different? (2014). Journal of Brand Management, Vol. 21, no. 4, pp. 325-341, 2014. , Available at SSRN: https://ssrn.com/abstract=2591861

Therese Sjostrom (Contact Author)

University of South Australia - Ehrenberg Bass Institute of Marketing Science

GPO Box 2471
Adelaide, 5001
Australia

Armando Corsi

University of South Australia - School of Marketing ( email )

Australia

Carl Driesener

University of South Australia ( email )

37-44 North Terrace, City West Campus
Adelaide, South Australia 5001
Australia

Polymeros Chrysochou

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

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