Rubio Benito, Natalia; Villaseñor, Nieves; Oubiña, Javier - In: BRQ Business Research Quarterly 18 (2015) 2, pp. 111-126
Retail management of store brands (SBs) has focused on achieving positioning in value and creating associations of smart or expert shopping. The result is that value-conscious consumers and market mavens are the main targets of these brands. This study proposes and contrasts empirically a...