An empirical study of consumer behavior related to private labels and national brand promotions |
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| Authors: | Chiara Mauri Elisa Maira Lorenzo Turci |
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| Institution: | 1. Department of Economics and Political Sciences, Università della Valle d'Aosta, Aosta, Italyc.mauri@univda.it;3. Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands;4. Oxford Brookes University Business School, Oxford, UK |
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| Abstract: | One day while in the store, Bernard grabs his usual Dominick's cream cheese off the shelf. I notice and point out that the national brand of Philadelphia cream cheese is on sale and less expensive. Bernard looks at the two products and actually hesitates for a while to switch to the national brand. His hesitation makes it clear that his preference is not based solely on price. (Chang Coupland 2005, 115). |
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| Keywords: | private labels national brand promotions monetary promotions non-monetary promotions |
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