The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing...

This paper analyzes the factors influencing consumer acceptance of new products by focusing on the analysis of new store brand products launched by the retailer under distributor brand name. The aim of the research is to better understand whether store brands represent any barrier to consumer...