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Keywords: SCR
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (11-12): 1804–1824.
Published: 11 November 2013
...John Dawes Purpose – There is increasing managerial and academic interest in understanding behavioural loyalty to private label (PL) brands. A widely used behavioural loyalty measure is share of category requirements, or “SCR”. This study aims to examine why some PLs enjoy higher levels of SCR...
