Consumers' perceptions of the competitive tiers in six grocery markets

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Chernatony, L.;
  • Subject: HB

By the early 1980's the pressures of increased retailer dominance resulted in some manufacturers reducing brand investment. Concurrently own label investment increased, amid speculation about a blurring between brands and own labels. Generics were launched in 1977, but ... View more
  • References (1)

    9.5.1 Hypothesis 2A (Actual advertising support) 229 9.5.2 Hypothesis 2B (Perceived advertising support) 230 HARRIS, B.F. and STRANG, R.A. (1985) Marketing strategies in the age of generics. Journal of Marketing 49 (4): 70- 81.

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