Purpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a conceptual framework, from a literature review and qualitative...

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can...

Purpose – The purpose of this paper is to examine the category‐level differences of both risk perception and brand loyalty effects on consumer proneness towards buying private label brands (PLBs). Design/methodology/approach – This paper extends the work of Batra and Sinha by also...