Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands

The significant expansion and transformation of private label brands (PLBs) in many categories and markets worldwide have dramatically modified the competitive reality of the marketplace resulting in a new configuration of the brand landscape. This phenomenon has also contributed to the emergence of...

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Veröffentlicht in:	European management journal 2019-02, Vol.37 (1), p.117-128
Hauptverfasser:	Cuneo, Andres, Milberg, Sandra J., Alarcon-del-Amo, Maria del Carmen, Lopez-Belbeze, Pilar
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand choice Brand equity Brands Consumer behavior Consumers House brands Hybrid consumption Latent class analysis Lifestyles Manufacturer brands Market segmentation Markets Polarized consumption Private label brands Product choice Product management Transformation
Online-Zugang:	Volltext
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