Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares (i) at different retail formats, and (ii) across national and store brands in different price tiers. Stores in different retail formats differ in their positioning, the...

Private label brands have made tremendous inroads over the past two decades. Although the success of private labels has been limited to certain product categories and segments of consumers, retailers continue to expand the domain of private label offerings. Private label brands, also known as...

Devising an effective means of measuring retail brand equity has become an intense preoccupation of, and a real challenge for, the technical literature. Many characteristics have been debated over time as to which of them make a real contribution to building retail brand equity (image) and some...