Abstract
The dissertation is composed of 3 papers. The first one aims at investigating private labels as brands and it is based on an experimental research on customers’ preferences in brand extension that compares the evaluations of national brands vs. private labels. The second paper investigates the brand equity process analyzing whether the type of brand (private label or brand) moderates the relationships thus highlighting differences between the two types of brands. The third paper is based on a multi-country quantitative study on shopping habits in different product categories.