The present paper addresses the issue of marketing communication through branding. In this respect, launching store brands (i.e. private labels) is used by retailers as a strategic counter action to communicate to their customers specific retailer-made product characteristics (e.g. standard...

Purpose: This paper aims to provide a deeper understanding of the market structure of red and white wines from Greek wine varieties and measure loyalty behaviour of frequent wine buyers in Greece. Design/methodology: The study concerned measuring brand performance and loyalty of 4 different...