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Title: Do Private Labels Build Retailer Brand Equity? An Empirical Approach
Authors: Xara-Brasil, Duarte
Marreiros, Cristina
Dionísio, Andreia
Keywords: Retail
Brand equity
Issue Date: 2015
Publisher: AJBAS
Citation: Xara-Brasil, D.; Marreiros, C., Dionísio, A. (2015). “Do Private Labels Build Retailer Brand Equity? An Empirical Approach”, Australian Journal of Basic and Applied Sciences, 9(34) Special 2015, Pages: 42-48
Abstract: This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validity
Type: article
Appears in Collections:CEFAGE - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica

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