Relationships and characteristics that influence consumers' purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase...

Purpose – The purpose of this paper is to examine empirically the brand impact of consumer knowledge regarding a common supplier and shared product specifications between manufacturer and private label brands. Design/methodology/approach – The study uses three fast‐moving consumer goods in...

Purpose – The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors....