Rubio, Natalia; Villaseñor, Nieves; Yagüe, María - In: Journal of Product & Brand Management 29 (2019) 1, pp. 124-138
Purpose: The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies...