...Dean C.H. Wilkie; Lester W. Johnson; Lesley White Purpose This research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By reviewing the effectiveness of these strategies, this research...

... constitutes a first attempt to measure brand equity on PLB. It measures PLB brand equity for each typology of PLB in the market. © Emerald Group Publishing Limited 2012 Brand equity Brand value Private labels Store brands Generics Choice models Multinomial logit P1. PLB have...

... et al., 2000). Generics Brands Retailers Manufacturers Spain Academic and managerial interest in store brands has been increasing in recent years (Baltas, 2003). Despite proven significance and wide acceptance of store brands, most prior studies have been performed in the USA...

.... Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results. Findings...

... seen the emergence of unbranded or “generic” products. These products, which are usually sold at a price which is lower than their branded equivalents, are most often found in the area of low‐involvement grocery items. Previous studies of consumer perceptions suggest that while consumers see generics...

...Peter J. McGoldrick Discusses individual generic ranges based on a series of interviews with senior personnel in major retail companies. Presents data from a survey of 200 generic purchasers, outlining the methodology and findings. Reveals that, in the UK, conditions are suitable...

...M. Goormans Looks at the introduction and marketing of generic products in Belgium. Examines the costs and benefits of their introduction and indicates that their introduction must be made at a time when the market is ready for them. States that introduction for these is best when consumers have...

...R.J. Ball; R. Agarwala Examines the generic advertising campaign for tea conducted under the auspices of the Tea Council (UK) between 1965 and 1968. Contends that this innovation had a statistically significant effect on the trend of tea consumption, but was insufficient to halt the overall decline...