Empowering private labels through packaging : an analysis about the implementation of copycat strategies on private labels

Private Labels (PLs) are an important instrument for retailers to increase their relative market power since they may increase customer loyalty, improve margins and sales and lower prices. In fact, retailers are constantly being challenged to search for methods which can leverage their own brands, n...

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Detalhes bibliográficos
Autor principal: Lisboa, Joana Rita da Fonseca Robalo (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2016
Assuntos:
Private Labels
Sonae MC
Packaging
Copycat packaging strategy
Purchase intention
Marcas próprias
Embalamento
Estratégia copycat
Intenção de compra
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/20662
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/20662

Texto Completo

http://hdl.handle.net/10400.14/20662

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