ANALISIS PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION PADA PRODUK PRIVATE LABEL STUDI KASUS: PRIVATE LABEL CARREFOUR
نویسندگان
چکیده
منابع مشابه
Measuring Factors Determining Private Label Purchase
Indian retail sector has become competitive with the emergence of organized retail players. Currently retailers are focusing on developing their own brands or private labels to enhance customer loyalty, to add diversity and for better margins. The study primarily looks into understanding the consumer preference for private labels or store brands in breakfast cereals, snacks category (biscuits a...
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Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers. Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012). To help fill this void, this study examines the CBBE and its underlying dimensions of two different product ca...
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A growth of the market share of private label brands has been observed in developed countries. This growth was initially confirmed for food and drugstore categories, but it quickly expanded to new product categories, particularly technology products. This study focus on a specific technology segment the private label brands in smartphones, due to the growth observed in its demand, in recent yea...
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Among major benefits private labels bring to the retailer, we focus on the retailer’s ability to coordinate the prices of both the national brand and its store brand counterpart. By using product-line pricing, the retailer can exploit the differentiated nature of the two brands. This paper investigates the retailer’s problem of positioning her private label and the subsequent pricing issues. Wh...
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ژورنال
عنوان ژورنال: JURNAL AKUNTANSI
سال: 2019
ISSN: 2502-3764
DOI: 10.30736/jpensi.v4i1.216