The role of loyalty in private label consumer based brand equity
Private label products have become so appealing that not even big retail chains can dismiss them. Initially seen as cheap alternatives, they now compete with premium national brand products, since consumers perceive them as legitimate and trustworthy brands. It’s imperative that brand equity dimensi...
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| Format: | masterThesis |
| Language: | eng |
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2020
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| Online Access: | http://hdl.handle.net/10071/19609 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/19609 |