Belen rodriguez CanovasComplutense University of Madrid | UCM · Department of Marketing and Market Research
Belen rodriguez Canovas
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Citations since 2016
3 Research Items
Interest in private labels has increased and identifying factors that build private labels’ brand equity is a priority for academics and retailers (De Wulf et al. 2005; Cuneo et al. 2012). However, research into private labels’ brand equity is very recent and the few existent studies have not been able to empirically contrast the difference between...
The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers such as advertising, perceived price, and...