González-Benito, Óscar; Martos-Partal, Mercedes - In: Journal of Business Economics and Management 15 (2014) 5, pp. 935-950
Private labels are growing fast in Europe and USA, especially in the context of nondurable consumer goods. Moreover, the traditional association of private labels solely with a price focus, to the detriment of quality, appears to be diminishing. This research aims to clarify the effect of price...