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

Paul Trapp, Valparaiso UniversityFollow
Musa Pinar, Valparaiso UniversityFollow
Tulay Girard, Pennsylvania State University - AltoonaFollow

Keywords

Private-label brand, consumer-based brand equity, Great Value brand, Equate brand, Private label purchases

Document Type

Proceedings Abstract

COinS

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

http://digitalcommons.kennesaw.edu/ama_proceedings/2017/RETAIL_T14