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The ways we perceive: A comparative analysis of manufacturer brands and private labels using implicit and explicit measures

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  • Fuduric, Morana
  • Varga, Akos
  • Horvat, Sandra
  • Skare, Vatroslav

Abstract

Private label market shares are continuously increasing all around the world challenging manufacturer brands in different product categories. While investments in quality, design, and marketing communication of private labels have positively influenced consumer perceptions, manufacturer brands still hold the dominant position when it comes to brand preference.

Suggested Citation

  • Fuduric, Morana & Varga, Akos & Horvat, Sandra & Skare, Vatroslav, 2022. "The ways we perceive: A comparative analysis of manufacturer brands and private labels using implicit and explicit measures," Journal of Business Research, Elsevier, vol. 142(C), pages 221-241.
    • Handle: RePEc:eee:jbrese:v:142:y:2022:i:c:p:221-241
    DOI: 10.1016/j.jbusres.2021.12.033
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