Spanish Food Private Labels Divergent Positioning and Common Drivers

Rafael Marañón () and María Puelles ()
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Rafael Marañón: Universidad Complutense de Madrid
María Puelles: Universidad Complutense de Madrid

A chapter in National Brands and Private Labels in Retailing, 2014, pp 71-79 from Springer

Abstract: Abstract Over the last decade, the positioning of the different Spanish Food Private labels has evolved differently. Although the economic recession has emphasized the concern of consumers with price, the big driver to Private Labels Purchase during the 1970s and 1980s, the divergence in positioning still remains. However, beyond the divergent positioning of each brand, common drivers to PL purchase can still be found.

Keywords: Private labels; Positioning; Proneness to purchase; Store brands; Loyalty (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-07194-7_7

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DOI: 10.1007/978-3-319-07194-7_7

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