Wettstein, Nadine; Brosig, Stephan; Glauben, Thomas; … - Gesellschaft für Wirtschafts- und Sozialwissenschaften … - 2009
The increase of private labels in food retailing and retailers' high expenditures for establishing them raise one central question: Do consumers really consider private labels as "real" brands and develop loyalty towards them. We analyse a four year panel data set on frozen pizza purchases to...