Understanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical framework and introduces a behavioral approach for understanding what makes consumers more responsive to store products....

Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students. Highlights three US texts that have been specifically adapted to the Australian market. Asserts that the most extensively...