Private Label Brands Awareness: Advances and Prospects
Sbonelo Gift Ndlovu,
Makhosazane Faith Vezi-Magigaba
Abstract:Over the past decades, private label brands and private label research have come under the spotlight. The chapter aims to explore and integrate the literature on the advances by grocery retailers in creating and enhancing brand awareness for their private label branded products. A foundation is created to understand a brand, and branding and brand awareness are discussed. The chapter then discusses private label branding decisions and the types of brand decisions available for grocery retailers for their priva… Show more
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