Measuring the store brand equity

Przemysław Łukasik, Bruno Shivinski

Abstract


The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer’s brands, and yet there are not numerous papers related to brand equity of the store brands. Findings provide key directions to store brand managers regarding how to determine, approach and leverage the equity of their store brands.

Keywords


store brands, private label brands, brand equity, consumer-based brand equity

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DOI: http://dx.doi.org/10.17951/h.2015.49.1.81
Date of publication: 2015-08-07 12:11:28
Date of submission: 2015-08-06 11:59:46


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