Store brand and national brand promotion attitudes antecedents
Abstract
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 conceptual antecedents. The study presents and tests a model of the effects of shoppers´ characteristics (price and non-price-related) on attitudes toward...
Paper Details
Title
Store brand and national brand promotion attitudes antecedents
Published Date
Mar 1, 2011
Journal
Volume
64
Issue
3
Pages
286 - 291
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