Are private labels the same as brands?: A test on consumers’ preferences within the brand extension domain

Conference paper

Monica Grosso and Sandro Castaldo

AMA, American Marketing Association, ACRA, American Collegiate Retailing Association

American Marketing Association / American Collegiate Retailing Association First Triennial Conference, 1st (Seattle, USA, 18/04/2012–21/04/2012)

01/04/2012

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Title: Are private labels the same as brands?
Creators: Monica Grosso (Author)
Sandro Castaldo (Author)
Conference: American Marketing Association / American Collegiate Retailing Association First Triennial Conference, 1st (Seattle, USA, 18/04/2012–21/04/2012)
Publisher: AMA, American Marketing Association, ACRA, American Collegiate Retailing Association
Identifiers: 9917288209453
Academic Unit: emlyon business school
Language: English
Resource Type: Conference paper
Local Fields: 90110