Purpose - The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores.Design/methodology/approach - A conjoint analysis is...

Willingness to pay (WTP) for a basic chilled soup product and for an improved, self-heating version was measured by methods experimentally varied according to a 2 3 design, varying the basic m easurement approach (contingent valuation, experimental auction, conjoint analysis) and the use of real...