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Research papers

Consumers' preference for retailer's brands

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands. In order to address this issue we conducted an experiment with 454 actual consumers of the low...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Catherine Lewi, Jean-Nöel Kapferer
June 15, 1996
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Citation

Lewi and Kapferer (1996a, June 15). Consumers' preference for retailer's brands. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/consumers-preference-for-retailer-s-brands