.... A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used. Findings The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked...

... in a poor understanding of the effectiveness of various promotional tools in the same context. Nelson Oly Ndubisi can be contacted at: nelson.ndubisi@buceco.monash.edu.my © Emerald Group Publishing Limited 2006 Promotional methods Malaysia Consumer behaviour Fast moving consumer goods...