Apelbaum, Eidan; Gerstner, Eitan; Naik, Prasad A. - In: Journal of Product & Brand Management 12 (2003) 3, pp. 154-165
Investigates the extent to which expert evaluations of quality impact price premiums of national brands over the store brands. Using data from Consumer Reports , finds that the average quality of store brands exceeds the average quality of national brands in 22 out of 78 product categories. Yet...
