“umbrella branding,” or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a … behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain … performance characteristics to a private label brand, across multiple categories. I test this theory using scanner data in this …

manufacturer brand (MB) with the store brand (SB), this research has studied the consumer's sensory respond towards two different … taste test and an informed taste test it has been observed the influence of the brand's product, when talking about store … perception of the sensory quality of the store brands, which generates more knowledge about the brand's value of the private …

behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …