Do Private Labels Build Retailer Brand Equity? An Empirical Approach

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Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia;
  • Publisher: AJBAS
  • Subject: Brand equity | Branding | Retail

This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model... View more
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