WHAT MATTERS TO STORE BRAND EQUITY? AN APPROACH TO SPANISH LARGE RETAILING IN A DOWNTURN CONTEXT

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant influe...

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Bibliographic Details

Published in:	Investigaciones Europeas de Dirección y Economía de la Empresa
Main Authors:	Calvo-Porral, Cristina, Martinez-Fernández,Valentín-Alejandro, Juanatey-Boga, Oscar, Lévy-Mangín, Jean-Pierre
Format:	Article
Language:	English
Published:	Elsevier 2013-09-01
Subjects:	Store brand Brand Equity Price Store image Retailer
Online Access:	http://www.elsevier.es/es-revista-investigaciones-europeas-direccion-economia-empresa-345-resumen-que-es-importante-el-valor-90218048