Private label brand equity: a conceptual framework

Conference object English OPEN
Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, Andreia;
  • Subject: Brand | retail | brand equity | private label

Trabalho apresentado na AMA/ACRA First Triennial Conference, 18-21 de abril de 2012, Seattle, USA This paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Ke... View more
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