Miquel, Salvador; Caplliure, Eva M.; Aldas‐Manzano, … - In: Journal of Product & Brand Management 11 (2002) 1, pp. 6-18
Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The...