Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an ass...

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Bibliographic Details
Main Authors: José Sarto Freire Castelo, José Ednilson de Oliveira Cabral, Arnaldo Fernandes Matos Coelho
Format: Article
Language:English
Published: FUCAPE Business School 2016-01-01
Series:BBR: Brazilian Business Review
Subjects:
brand
brand equity
private label
manufacturer’s brand
Online Access:http://www.redalyc.org/articulo.oa?id=123043477004
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