De Wulf, Kristof; Odekerken‐Schröder, Gaby; … - In: Journal of Consumer Marketing 22 (2005) 4, pp. 223-232
Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store...