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Consumer perceptions of store brands versus
national brands

Abstract
Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently
positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store
versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an
influence on perceived brand equity of store versus national brands.
Design/methodology/approach – A total of 225 consumers were involved in a repeated measures design involving two within-subject factors: a
blind and non-blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers’ positioning strategies on
the results generated.
Findings – The results confirm the common belief that private label products can......

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Approximate Word Count: 8728
Approximate Pages: 35 (250 words per double-spaced page)

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