Walsh, Gianfranco; Shiu, Edward; Hassan, Louise M. - In: Journal of Product & Brand Management 21 (2012) 5, pp. 328-340
Purpose – Branding literature indicates that consumers buy branded products because they expect higher quality compared with non‐branded products. However, as private‐label brands improve in quality and deliver more value to customers, a reassessment of intention to buy manufacturer brands...