Title

Examining Private-Label Brand Equity Dimensions: Do Brand Equity Dimensions Differ for Different PLBs of the Same Store?

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).

Comments

Presented at the Atlantic Marketing Association 2017 Conference (Refereed Competitive Track), September 27-30, Williamsburg, VA.

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