JOURNALOF MARKETING MANAGEMENT Effect of strategy, structure and performance variables on store brand market share Javier Oubiiia, Autonoma University of Madrid, Spain Natalia Rubio, Autonoma University of Madrid, Spain* Maria Jesus Yague, Autonoma University of Madrid, Spain Abstract The results obtained by store brands in a large number of markets have been favoured by a set of factors. Prominent among these factors are the actions by manufacturers and distributors on price and differentiation, market competition at both a manufacturer and a retailer level, and the economic-financial results of the latter for the product categories in v^/hich they work with a store brand. This research presents an explanatory fixed effects panel model of the market share of these brands that shows clearly the influence of the variables of competitive strategy, structure and performance. The study is applied to the Spanish market for 50 consumer product categories over 5 years, from 1996 to 2000. Keywords Store brand. Market share. Panel model. INTRODUCTION Store brands have experienced notable growth since they appeared in a large number of European countries. However, the growth of these brands has differed among product categories. Therefore, the main aim of this research is to provide a comprehensive study of the store brand market share at time level and at cross- sectional level. More specifically, it seeks to distinguish explanatory factors of the evolution of the store brand market share for all the product categories and factors that explain why store brands perform better in some categories than in others. 'Correspondence details and biographies for the authors are located at the end of the article. JOURNALOFMARKETINGMANAGEMENT, 2007, Vol. 23, No. 9-10, pp. 1013-1035 ISSN0267-257X print/ISSNU72-1376 online ©Westburn Publishers Ltd. doi: 10.1362/026725707X2504A9