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Changing equity of brand labels: The U.S. perspective

Date of publication: September 14, 2003

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Edward B. Keller

Abstract:

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

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