Store brands have grown in importance. Large numbers of products carrying a store label have been introduced in recent years, with varying degrees of success. It appears that retailers pay little attention to the multiple risks associated with adding new product categories to their store labels....

The prime objective of our study is to assess whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision making variables when buying a car. In addition, we assessed consumer segments resulting from...

A company’s brand portfolio serves as its link to customers and markets, protects it from competitors, and provides it with a degree of channel power. Historically, brand portfolios were built, brand by brand. But in today’s fast-paced and highly competitive marketplace, companies cannot...