The ways we perceive: A comparative analysis of manufacturer brands and private labels using implicit and explicit measures

Morana Fuduric, Akos Varga, Sandra Horvat and Vatroslav Skare

Journal of Business Research, 2022, vol. 142, issue C, 221-241

Abstract: Private label market shares are continuously increasing all around the world challenging manufacturer brands in different product categories. While investments in quality, design, and marketing communication of private labels have positively influenced consumer perceptions, manufacturer brands still hold the dominant position when it comes to brand preference.

Keywords: Private labels; Manufacturers’ brands; Implicit association test (IAT); Explicit measures; Brand preference; Purchase intention (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:142:y:2022:i:c:p:221-241

DOI: 10.1016/j.jbusres.2021.12.033

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