Store brand and national brand promotion attitudes antecedents

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different concep...

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Veröffentlicht in:	Journal of business research 2011-03, Vol.64 (3), p.286-291
Hauptverfasser:	Manzur, Enrique, Olavarrieta, Sergio, Hidalgo, Pedro, Farías, Pablo, Uribe, Rodrigo
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Brand differentiation Brand loyalty Branding Brands Consumer behavior Consumer preferences Loyalty Manufacturers Marketing National brand promotion attitude Retail trade Retailing Sales promotions Shopping Store brand attitude Store brand attitude National brand promotion attitude Branding Retailing Stores Studies
Online-Zugang:	Volltext
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