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SRC-825d19f7f3a46942 · Source record

Filling the Void: How Competing Brands Can Capitalize on a Brand Deletion

Journal of Marketing Research / SAGE · 1 connected claims

Canonical route

https://doi.org/10.1177/00222429261432659

Claims connected to this source

  1. MWITA-BAO-2026-001After permanent national-brand deletion, sister brands captured only about 38% of the deleted revenue; average competitor revenue rose 1.73% (private labels 3.45%, sister brands 2.77%, rival national brands 1.36%) while category revenue fell 2.3%, so portfolio recapture and category health are distinct outcomes.Evidence B

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