The selection of private brand durable goods: factors affecting the Choice

Distributors have extended their brand policy to durable good categories such as household appliances and electronic devices, what has been proved to be worthy, although it has received a lot of criticism. Possibly, the higher familiarity of the consumer with private brands, the favourable change of...

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Bibliographic Details
Main Authors: Carmen Pérez Cabañero, M.ª José Miquel Romero, Eva M.ª Caplliure Giner
Format: Article
Language:English
Published: Universidad del País Vasco (UPV/EHU) 2010-12-01
Series:Management Letters/Cuadernos de Gestión
Subjects:
Online Access:http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros-publicados?y=2010&v=10&n=3&o=6