Stay For National Brands Or Move to Private Labels
This paper presents choice differences in consumers based on individual characteristics as well as alternative traits. It reveals customers’ probability of change in choosing private labels and national brands, their preferences and heterogeneity at the marketing and individual level, and appreciated unobserved heterogeneity across individuals in the effect of price.
Yating Tian (2014) ,"Stay For National Brands Or Move to Private Labels", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 80-80.
Yating Tian, School of Management, Technische Universität München, Germany
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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