Document Type
Conference Proceeding
Publication Date
2017
Abstract
Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers. Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012). To help fll this void, this study examines the CBBE and its underlying dimensions of two different product category PLBs (Great Value, Equate) of the same retailer (Wal-Mart).
Recommended Citation
Trapp, Paul; Pinar, Musa; and Girard, Tulay, "Examining Private-Label Brand Equity Dimensions: Do Brand Equity Dimensions Differ for Different PLBs of the Same Store?" (2017). Business Faculty Presentations. 11.
https://scholar.valpo.edu/cba_fac_presentations/11
Comments
Presented at the Atlantic Marketing Association 2017 Conference (Refereed Competitive Track), September 27-30, Williamsburg, VA.