Herstein, Ram; Tifferet, Sigal - In: Journal of Consumer Marketing 24 (2007) 3, pp. 133-141
generic brands in non‐generic product categories. Design/methodology/approach – A total of 500 generic consumers participated … generic consumers of the 1980s. Furthermore, generic consumers are prepared to purchase generic brands even in categories not …, which may contribute to strong readiness to purchase generic brands even in product categories not generic by definition …