Naslov
The Contribution of Own Label Products to a Supermarket Brand in the UK

Autori
Vignali, Claudio ; Vingali, Gianpaolo, Pavičić, Jurica

Izvornik
Management (1331-0194) 11 (2006), 1; 53-74

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
supermarkets; brands

Sažetak
In retailing, consumers are faced with an abundance of products and storest to choose from. Through own label products, supermarkets are attempting to differentiate their brand offering from their competitors. As an unique offering, own label bradns are influential in attracting new customers and retaining current customers. This area of study was chosen due to the change in the marketing of own label products and to assess how important consumers perceive own label products in their choice of supermarket.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA